According to an article today in AdAge.com (He's Gone by Puffy, Diddy and Now...Brand Manager), in an official slap in the face to true brand marketers everywhere, Diageo has brought Diddy on board as the guy who makes "all brand-management decisions for Diageo's Ciroc vodka, including marketing, advertising, public relations, product placement and events."
According to Ad Age, he said "The role is too big for one title. I'll be taking the lead on all the things traditionally a CMO or a brand manager would do, just doing them my way. Marketing in a way that is truly unique."
Actually, Diddy, the role isn't too big for one title. Typically, that title would be Director of Marketing or VP of Marketing. Newsflash - CMO's generally will focus on more than one brand.
It's great to hear that he's not just going to be a figurehead, though. He'll be taking the lead on all the things a brand manager traditionally would do. Unfortunately for the music and clothing and fragrance world, Diddy will now be tied up in weekly forecast and projection meetings, putting together packaging briefs, developing merchandising plans with the distributors and retailers, putting together lessons-learned decks, leading the brand's strategic planning, operating planning and marketing planning activities, and staying at the office late responding to the endless decks that will be asked for from senior management as to why Ciroc is not on track to meet his stated goal of becoming the "top beverage in its category by the end of the year." This will all be in addition to the countless meetings with the financial, operations, legal, promotions, sales, advertising, PR, and research teams.
So there may not be any Grammys this year, but I do think that the Brand Manager position at Diageo is bonus-able - so there is some upside.