Customer Collaboration Centre
The Customer Collaboration Centre is all about enabling Diageo to build even closer working relationships with their customers and, most importantly, to help them GROW the category and deliver higher profits for everyone involved.

From the outset in 2011, JB Communications' vision was to create an exciting environment to which Diageo could invite their ON- and OFF-Trade customers from all over Europe. It was to be a centre where important strategic plans could be discussed in an atmosphere that would develop both partnership and collaboration.

The centre had to excite, but it also had to be highly flexible. It had to be a place in which customers could talk about THEIR unique visions of the category and then discuss real business opportunities based on the latest consumer, shopper and market data.

Two years later, more than 240 customers have agreed to new initiatives in shopper marketing and category development, delivering profitable growth to both them and to Diageo.


"JB Communications Ltd have been integral to the concept, design, construction and ongoing support of the Customer Collaboration Centre for Diageo. They were alone in understanding what we wanted to achieve at the outset from the 3 agencies that we approached in the summer of 2010, and delivered a prototype in the autumn of 2010 which was a huge success for the GB business. They then quickly began work on the main ambition, our European CCC. From a design approved in the spring of 2011, they constructed the centre in 12 weeks from getting the keys to the property on the 1st June. The CCC is exactly as the design prescribed and more, combining great creativity with practicality and technical sophistication. They have not stopped there, ensuring the CCC systems are bedded in with great service and support. We look forward to continuing our partnership with an ambitious and highly professional company."

Louise Robinson
Head of Category Development & Customer Collaboration Centre
Diageo Western Europe