As Senior Brand Manager at Diageo, Aamir Raj leads the development and execution of Guinness campaigns in the U.S., with a core focus on building emotional connections with consumers.
As today’s viewers become increasingly fragmented across touchpoints, Aamir underscores the importance of a data-driven media strategy anchored in creative testing.
By blending authentic storytelling with real-time insights, this approach delivers measurable success—like the 2:40 director’s cut of “A Lovely Day for a Guinness,” which ranked in the 98th percentile of all alcohol video ads tested since 2009.
In his full interview, Aamir shares more on the effect of optimizing video ads through testing and seizing an impactful partnership opportunity with Jason Momoa.
Want to unlock the complete, behind-the-scenes strategy into what made “A Lovely Day for a Guinness” so successful? Watch the full TV Disrupt Session on demand.