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Request for Proposal – DWS USA Academy
REQUEST FOR PROPOSAL
North America Distributor Academy delivery platform request for proposal
Date: February 27, 2015
Version: 7
THIS DOCUMENT IS FOR INFORMATION PURPOSES ONLY, DOES NOT CONSTITUTE AN OFFER AND IS
NOT INTENDED TO BE LEGALLY BINDING IN ANY WAY. IT IS STRICTLY SUBJECT TO CONTRACT.
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Table of Contents
Notices ....................................................................................................................................... 3
Introduction to Diageo ............................................................................................................... 6
1.0
Overview of the RFP ........................................................................................................ 6
1.1
Objectives .................................................................................................................... 6
1.2
Background ................................................................................................................. 6
1.3
Scope ........................................................................................................................... 7
1.4
How we operate - Three-Tier Distribution .................................................................. 8
1.5
The role of the Diageo’s USA Commercial Capability Team ..................................... 9
1.6
Diageo Way of Selling: Our approach to building commercial capability .................. 9
1.7
What we currently have in place ................................................................................ 12
1.8
Request for Proposal Requirements .......................................................................... 13
2.0
RFP Process and Timeline .............................................................................................. 15
2.1
Process ....................................................................................................................... 15
2.2
Anticipated Timeline (All dates 2015) ...................................................................... 15
3.0
Detailed Overview of RFP Requirements....................................................................... 15
3.1
Diageo Policies ......................................................................................................... 16
3.2
Brief and RFP Response Requirements .................................................................... 16
3.3
Additional Requirements........................................................................................... 17
3.4
Pitch Selection Criteria.............................................................................................. 18
4.0
RFP Contact Information .............................................................................................. 18
5.0
Appendices .................................................................................................................... 19
Appendix 1: Diageo Marketing Code ...................................................................................... 19
Appendix 2: Diageo Partnering With Suppliers Standards...................................................... 19
Appendix 3: Code of Business Conduct .................................................................................. 19
Appendix 4: Digital Marketing Code ...................................................................................... 19
Appendix 5: Information Management & Security ................................................................. 19
Appendix 6: Data Privacy Policy............................................................................................. 19
Appendix 7: Agency Scope of Work/Work plan ..................................................................... 19
Appendix 8: Three-tier distribution ......................................................................................... 20
Appendix 9: Diageo Academy ................................................................................................. 21
Appendix 10: Three-tier headcount ......................................................................................... 21
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Notices:
Confidentiality
The contents of this RFP together with all other information, materials, specifications or other
documents provided by DIAGEO, or prepared by respondents specifically for DIAGEO, shall be
treated at all times as confidential by the respondents. Respondents shall not disclose any such
information, materials, specifications or other documents to any third parties or to any other part of
the respondents’ group or use them for any purpose other than for the preparation and submission
of a response to this RFI nor shall respondents publicise DIAGEO’s name or the project without the
prior written consent of DIAGEO. DIAGEO in turn confirms that it shall treat all information provided
to it by the respondent as confidential and further confirms that such information will not be
disclosed by DIAGEO’s group to any third parties, other than its advisers and consultants.
Respondents shall ensure that all third parties to whom disclosure is made shall keep any such
information, materials, specifications or other documents confidential and not disclose them to any
other third party except as set out above.
Respondents must seek the approval of DIAGEO before providing to third parties any information
provided in confidence by DIAGEO or its professional advisers and must maintain a register of all
employees and third parties who have access to such information. If so requested by DIAGEO,
respondents must make such a register available for immediate inspection by DIAGEO or its duly
authorised representatives.
Intellectual property
All intellectual property rights in this RFP and all materials provided by DIAGEO or its professional
advisers in connection with this RFP are and shall remain the property of DIAGEO and/or its
professional advisers.
Language
The response to this RFP must be completed in English.
Costs of preparation of response
Recipients of this RFP will be responsible for and bear all of their own costs, liabilities and expenses
that may be incurred in the preparation of their responses to this RFP regardless of whether a
contract is awarded.
Warnings/disclaimers
Nothing contained in this RFP or any other communication made between DIAGEO or its
representatives and any party or part thereof shall constitute an agreement, contract or
representation between DIAGEO and any other party (except for a formal award of contract made in
writing by DIAGEO). Receipt by the respondent of this RFP does not imply the existence of a contract
or commitment by or with DIAGEO for any purpose and respondents should note that this RFP might
not result in the award of any business.
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DIAGEO reserves the right to change any aspect of, or cease, the RFP and subsequent tender process
at any time.
The information contained in this RFP is subject to constant updating and amendment in the future
and is necessarily selective. It does not purport to contain all of the information that a respondent
may require. While DIAGEO has taken all reasonable steps to ensure, as at the date of this
document, that the facts which are contained in this RFI are true and accurate in all material
respects, DIAGEO does not make any representation or warranty as to the accuracy or completeness
or otherwise of this RFP, or the reasonableness of any assumptions on which this document may be
based. All information supplied by DIAGEO to the respondents, including that contained in this RFP,
is subject to the supplier’s own due diligence. DIAGEO accepts no liability to respondents
whatsoever and however arising and whether resulting from the use of this RFP, or any omissions
from or deficiencies in this document.
DIAGEO may exclude any respondents from this process who have been found to be in breach of
confidentiality or intellectual property rights, or who have colluded with other bidders, and may
pursue any remedy or take any other action for breach, as it considers appropriate.
DIAGEO may at its request require unsuccessful respondents immediately to return or destroy all
documents and other materials and working papers relating to this project and all copies thereof
and to destroy all electronic copies. The respondent may at DIAGEO’s request be required to confirm
in writing that all such information has been returned or destroyed.
Suppliers should note that any quantities or volumes or other parameters contained in this RFP are
for indicative purposes only and any future quantities or volumes or parameters may vary from
those stated. DIAGEO may at its discretion also change any dates in this RFP.
It is the responsibility of suppliers to obtain for themselves at their own expense all additional
information necessary for the preparation of their response to this RFP. No claims of insufficient
knowledge will be entertained.
Any supplier who directly or indirectly canvasses any employee of DIAGEO concerning the award of
the contract will be disqualified.
All suppliers are recommended to seek their own financial and legal advice.
Diageo will expect successful vendors to enter in to a binding contract with Diageo based on a
Framework of Terms and Conditions developed by Diageo in a form to be advised prior to
appointment.
Price and Payment Terms
Diageo shall pay all invoices within 90 days of receipt of a correct, complete and timely invoice in a
form as directed by Diageo (including the valid Purchase Order Number and VAT invoice details) at
the Diageo address set forth in the Agreement or purchase order, or at intervals otherwise agreed in
writing by Diageo and the Seller against the Products and/or Services delivered. (A Supplier
Financing Program is available for receipt of payments prior to 90 days.) All payments will be made
without prejudice to Diageo’s rights should the Deliverables prove unsatisfactory to Diageo in its sole
discretion or are not in accordance with the Agreement. All prices are (a) firm and not subject to
increase or additional charges; (b) in U.S. dollars; and (c) inclusive of all freight, duty and taxes other
than sales or use taxes Seller is required by law to collect from Diageo. Such sales or use taxes shall
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not be included in Seller’s invoice if Diageo indicates that the Products or Services are exempt from
such taxes. Applicable taxes shall be separately stated on Seller’s invoice. Seller shall provide all
reasonably requested back-up documentation with regard to its hourly and cost-plus charges. Seller
warrants that the prices for the Products and/or Services are no less favourable than Seller currently
extends to any other customer for the same or similar products or services in similar quantities. If
Seller reduces its prices for others for the same or similar products or services during the term of the
Agreement, Seller will immediately reduce the prices to Diageo for such Products and
Services. Diageo shall not be responsible for any expenses incurred by Seller unless such expenses
are specifically approved by Diageo in advance and in writing.
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Introduction to Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage
alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal,
J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys,
Captain Morgan, Tanqueray and Guinness & Sterling Wines.
We invite you to click and view a short video that showcases a few of our key Diageo Brands and
Assets: Diageo Brands Video
Diageo is a global company, trading in over 180 markets around the world. The company is listed on
both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
We employ over 30,000 talented people worldwide with offices in around 80 countries. North
America accounts for about a third of our net sales and around 45% of operating profit and is the
largest market for premium drinks in the world. We have a unique route to market for our spirits
and wine businesses in the US and Canada with more than 3,000 dedicated distributor, broker and
promotional agency personnel focused only on Diageo and Moet Hennessy spirit and wine brands.
Diageo was formed in 1997, following the merger of Grand Met and Guinness, and is headquartered
in London. The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). We
take this to mean every day, everywhere, people celebrate with our brands.
Our brands offer consumers a variety of ways to mark big events in their lives and brighten small
ones. Visit us at www.Diageo.com to learn more about our Business, Our Brands, and Sustainability
& Responsibility.
1.0 Overview of the RFP
1.1 Objectives
The objective of this RFP is to select a best-in-class vendor to provide the most effective learning and
development tools to raise the capabilities and standards and bring greater consistency on the
learning and development experience for our commercial sales teams, key accounts, and
promotional agencies.
The primary focus here is to address our learners that are “external” to Diageo yet play a crucial role
delivering against our Performance Ambition and day to day execution against plans and programs.
This proposal contemplates a technical platform of delivery aside from our internal Learning
Management System (Diageo Academy hosted as part of our intranet with Single Sign On).
1.2 Background
Diageo’s ambition is to create the best performing, most trusted and respected consumer products
company in the world. We will transform our reputation in every market through enduring
stakeholder partnerships and exemplary conduct.
Our Performance Ambition sets out clearly what we will do and how we will do it. One of these
“must do’s” is to “guarantee that our plans are with the right people and capabilities”. See below
for more details on our Performance Ambition.
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To meet the diverse needs of our Diageo commercial sales teams and to rapidly improve their
capabilities, we need to develop new insights on learning that can be applied to accelerate personal
growth. We strive to have the best people in North America delivering the best work of their lives.
Our vision is to build and extend our commercial capability with
world-class tools and processes to deliver our Performance Ambition
in a consistent manner
Diageo’s Performance Ambition
1.3 Scope
This brief is designed to outline the main requirements to either upgrade our existing learning
platform or adopt a new platform and support our internal and external sales function with our wine
and spirit portfolio in the United States and Canadian markets.
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1.4 How we operate - Three-Tier Distribution
The learners we are targeting have specialized roles in one of the three Tiers which is diagrammed
below under Appendix 8. See below for more detailed break out of headcount.
Tier 1 (T1) comprises our Diageo (Supplier) sales professionals which directly manage our strategic
distributors (Open States) and brokers (Control States) and Agencies (Canada). Our learning content
for this group of learnings will primarily focus on 8 – 10 functional capabilities and our aim is to
move them from a baseline to mastery with their competency on each capability. They also must be
familiar with our core selling skills, and brand / category features and benefits. We have a dedicated
team – National Accounts that has a specialized role selling directly to large, centralized customers
such as Cost-Co, Walmart, Target, Applebees, Boston Pizza, Earls, and Cara & Moxies.
Tier 2 (T2) comprises our Distributor (Open States), Broker (Control States) and Agency (Canada)
sales professionals. This group engages directly with our customers and plays a critical sales and
merchandising role day to day. We have evolved our “route to consumer” strategy over the years
and consolidated our wine and spirits portfolio among six completely separate Sales Divisions.
Those Divisions are owned and operate separately and independent from Diageo yet share our
Performance Ambition and execute from a shared National Execution Calendar. The six Divisions
are: Southern Wine & Spirits (Open States and all US Control States), Charmer, Glazer, Franchise (9
states, 47 distributors), Independent (7 states), and Canada (Wirtz). There also exist a small
population of “third party promotional agencies” which are contracted by Diageo to perform a
limited and defined sales and/or merchandising role.
Tier 3 (T3, or “Trade”) Includes all of the licensed retailers that stock and in some cases recommend
our portfolio of wine, beer and spirits brands to their legal drinking age consumers. This is by far the
largest and most diverse universe of accounts and for the most part does not fall under the scope of
this RFP. There is a small sub-set of retailers in Tier 3 that may be considered strategic, and may
require access to base level learning on our brands/categories, but will require carefully approved
content and access approvals.
Access to Content:
Based on the specialized roles and wide range of learning content, it is important that the vendor
proposal has accounted for various degrees of permission levels and access to the learning content.
We need to ensure that we are providing the right content to the right learners.
At a high level here is an example of how we would define or matrix learning content by learner:
Type of learning content:
A:
Brand or Category Knowledge
B:
Functional Sales Capabilities – Diageo
C:
Functional Sales Capabilities – Distributor/Broker/Agency (sales / managers)
D:
Sales Tools – Distributor/Broker/Agency
E:
Sales Tools – Trade
Matrix with access to approved learning content:
T1
A,B,C,D,E
T2
C,D,E
T3
D, E
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Our target learners – whose capabilities are we targeting?
Audience
Distributors – sales, managers, trade dev T2
Brokers – sales, managers, trade dev.
T2
Promotional Agencies T2
Diageo Commercial Teams T1
Retailers (on / off premise) T3
USA
4000 +/400 +/800
115 +/500+/-
Canada
NA
100
50
45
100 +/-
*these figures are approximate
1.5 The role of the Diageo’s NA Commercial Capability Team
This Team is designed to help our commercial teams “sell” and deliver against our Performance
Ambition. The team is led by Rich Rubenstein and reports directly into Commercial Sales. The
Commercial Capability Team is involved in a variety of short, medium and long term project work,
but has three primary roles:
a. Drive step change improvement with our Distributors / Brokers.
b. Drive Distributor / Broker technology platforms (ex: Sales Force Automation)
c. Manage and improve our Commercial Sales functional capabilities through training
All approved vendors and/or agencies that are retained to support our learning and development
program will interface with a single point of contact from the Commercial Capabilities Team.
The Commercial Capability Team is working closely with two other pieces of our commercial
business in order to leverage our scale and provide simplified solutions. Svetlin Tchakarov (Norwalk)
leads our US wines (brand, category, experiential) and Michael Armistead is leading the learning &
development needs for our Canadian wine and spirit business.
Commercial Capabilities also partners with Human Resources to provide a holistic approach.
Generally speaking, our HR Function owns the Leadership, and Talent Agendas.
1.6 Diageo Way of Selling: Our approach to building commercial capability
What is Diageo Way of Selling (DWS)?
The Diageo Way of Selling builds our commercial capability through the consistent use of world-class
content, tools and processes. DWS is the way we ensure we have the commercial capabilities at a
market, customer and individual level to deliver our strategic growth imperatives and value growth
to our people, our customers and Diageo.
We have a DWS “Center of Excellence” based in London, England and supported by a team of
professionals that primarily own three deliverables:
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a) Leadership – set out to lead our industry in learning agility
b) Culture – create a culture of continuous learning
c) Infrastructure – models, tools, insights, content
Much of the effort, focus and resources of our Center of Excellence are currently deployed in
strategic emerging regions, and North America is viewed as a complex and developed region. We do
work closely with our global CoE and aim to share best practice, but require local agencies/vendors
to supplement and optimize our deliverables that align fully to our standards and principles.
Experiential Learning Journey - 70:20:10
The 70:20:10 learning methodology sits at the heart of the Diageo Way of Selling and is integral to
the way we centrally design and build content to grow commercial capabilities
It is a learning model accredited to Lombardo & Eichinger (1996) which explains that the learning
journey of successful and effective managers is roughly 70% from experiences gained through their
“on the job” experiences, 20% from people they interact with (especially their line managers), and
10% from more formal training e.g. courses, workshops and reading.
5 Step Process to create long term sustainable capability growth:
1. Establish what ‘great’ looks like through the creation of competency frameworks (Sales
Capability Framework – see below) that can be housed in easily accessible technology.
2. Mandate the use of diagnostics to understand skill gaps
3. Develop learning interventions that are tailored to the short term (quick wins) and the long
term needs of the organisation
4. Execute at scale using a blended approach (70:20:10), and accredit that knowledge has become
embedded.
5. Monitor and sustain progress through accurate reporting and an understanding of ROI/ROE.
Sales Capability Framework
To help enable our commercial sales team to become best in class “commercial professionals”, we
have developed the Sales Capability Framework. In summary, there are five broad business
processes (left to right), and twenty-five (25) individual standards or capabilities needed for various
roles within commercial sales. Each role (e.g. Sales Director) profile has 6 – 8 standards/capabilities
assigned and selects 1 – 3 to focus on in their development plan.
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Definitions have been developed for each of the 25 capabilities and broad enough to apply to our
complex business model (open, control, franchise and national accounts).
Expectations or behaviours have been developed for each standard, and band level – from entrylevel (L6), all the way up to a VP/GM (L3).
Three key uses of the Sales Capability Framework:
1. A “road map” for career development
2. Help identify development areas – strengths and gaps
3. Talent Reviews, performance discussions, recruitment, and succession planning
Formal Capability Assessment Process / Tool
Currently, the NA Capabilities Team is searching for an improved process/tool which can simply and
effectively provide each sales professional, and the broader function with an analysis of their
functional strengths and gaps (opportunities) and support their development plans. Globally, there
is a tool in place (“iCat”, Capability Assessment Tool) which accomplishes the following.
•
•
•
An individual diagnostic tool which helps you understand and assesses your current functional
capability level against the benchmark set for your role.
It is a methodology and framework that helps individuals understand their capability strengths
and areas of development.
It covers all roles in Commercial; Field Sales Management, Account / Distributor Management,
Customer Marketing and Reserve.
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•
•
An Individual completes the survey for their role by selecting the statement that they feel best
fits their experience and leadership. These statements are validated by their line manager
completing the same survey.
Once your assessment is complete a development plan is created to ensure interventions have
been embedded, gaps are closed and capability growth is sustained.
1.7 What we currently have in place:
A learning system called Diageo Way of Selling (DWS) Academy. We request the vendor to make
recommendations on the future of this content as part of the proposal. If content migration is a
consideration, please include a high level migration approach and any assumptions.
Diageo currently has a collection of assets and learning objects that will need to be migrated over to
either the upgraded or new platform. The preliminary list includes approximately 3,000 learners
with a 1 – 2 year training history, 6 – 12 brand/category modules (3 – 7 minutes per, video), 3 – 5
sales skills modules and links to existing Diageo web sites. Through an existing digital consolidation
project, we anticipate to have a collection of digital assets that will need to be relocated either
internally or to the new platform.
Note: we also have deployed our Diageo Academy - Learning Management System (LMS) – see
Appendix 14. This fairly new platform was recently upgraded and migrated over to a new vendor
(Cornerstone) and supports our 30,000 +/- Global Diageo Employees across all functions, not just
sales. This is NOT IN SCOPE for this RFP.
Current struggles and barriers to achieving our Performance Ambition with Sales Capabilities:
1. Technology. We are not convinced that we are fully leveraging current technology to drive a
smart, effective, and dynamic learning environment. Additionally, we may be over invested
against duplicative infrastructure and overheads that we can manage internally, consolidate or
eliminate.
2. Learning Platform. We want to ensure we have a dynamic platform in place that meets the
needs of today’s learners – mobile access, multi-media, video, social media, live
chat/communities, webinars, apps, and embraces the “way we learn” methodology of 70:20:10.
The platform must be easy to access, able to track completion, output data for easy analysis.
3. Learning content. We have a large and extensive library of brand, category and selling skills
content; however we need to be better at refreshing, and developing new content quicker. We
have a very aggressive new products/innovation agenda as well as shifting roles and
responsibilities which demand skill development. Additionally, although we are a Global
Company, much of the curriculum provided by our Global Center is not relevant due to a variety
of factors including differences in our route to consumer (direct versus 3 Tier), complexity (we
have a large universe of distributors/brokers with separate ownership/culture, semantics
(Business Math for example references British Pounds, not US or Canadian Dollar, different
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images/logos, and British accents). Speed and Cost: Currently, the pace and cost to “refresh”
existing modules is impacting the usage and credibility.
1.8 Request for Proposal Requirements
1. Learning Portal. On-line (cloud-based) portal that can be accessed easily by all of our
learners. The portal should have resources to maintain users and quickly resolve technical
issues. We expect to see the latest and greatest use of technology. The portal should be
available 24X7 and have a professional and dynamic “look and feel” with relevant branding
and imagery. The portal should be easy to navigate and have a simple architecture that can
be easily understood and explored.
The solution should be responsive on PC, tablets & smartphones. Please specify if this
'mobile learning' feature would have an additional cost.
Please ensure that access to content via the Learning Portal has appropriate permission
levels in order to ensure we provide T1, T2, and T3 Learners with appropriate content as
noted on Page 7.
2. Learning Approach. This should embrace our Experiential Learning Journey - 70:20:10
methodology and offer a variety of methods to build the capabilities of our learners. We
expect to see a variety of learning objects or tactics and a modular approach such as basic
learning aids (e.g. 1 – 2 page reference), video, webinar, e-learning, apps, and social
learning/social media & testing. The learning experience should reflect “state of the art”
technology and evolve well past basic animated PowerPoint slides or simple video. The
Portal and Learning Approach should be tracked and consolidated into simple reports so that
we can keep a transparent record and documentation of each learners accomplishmentspreferably downloadable to an excel file. Real time chats or communities can enhance the
learning experience and foster a competitive learning environment and culture.
3. Content Management. Diageo will have a range of raw content that will require different
levels of support to transform into a consistent, quality of learning ready finished product.
Some content/modules will be 95% ready, some content will need to be built from the
ground up.
We expect to provide one single point of contact from the three main businesses (Wines,
Canada, Spirits/Capabilities) that will interface with various internal Diageo content owners
and/or Subject Matter Experts e.g. Brand Team, Customer Marketing, Senior Leadership.
Integration – can your finished content (for example a Brand Module) be integrated into our
current Diageo LMS which is hosted by Cornerstone and vice versa? Can we launch existing
training content from our LMS onto your platform?
Please demonstrate various quality options and associated pricing. Create a content
development strategy and support model to work across Diageo’s commercial functions by
season/product. Include ongoing content management of the learning solution. Please
include a high level migration approach and any assumptions.
4. Learning Curriculum. We expect to build and maintain up to date learning content that can
be organized into “learning and development paths” and provide a more structured
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approach to building sales capabilities and optimizing talent. We add value to our business
where we can customize base content to the end learner. For example, with a few minor
tweaks and adaptations, we should be able to simultaneously deliver a brand new
innovation launch module for use in: Diageo Sales, Promotional Agency, Distributor, Broker,
Agency (Canada), and Retailer activities.
5. Sample Curriculum
Diageo Commercial Teams
Distributors & Brokers






Performance Management
 Holding People Accountable
Revenue Management
 Pricing Strategy, link to day to
day
 Price structures
 New tool rolling out May / June
 Recognizing different roles:
control states, open states,
Canada
Forecasting
 Accurate & Consistent
 Risk and Opportunities
Spend Effectiveness
 Discounts
 A&P









On boarding – new joiners
Core Selling Skills
 Structured Selling
 Overcoming objections
 Persuasive selling
 Business Math
Core Brand Execution
Channel Strategy
Standards (on & off premise)
Brand Modules
Category Modules
Innovation
Brand Knowledge
Influencing & Presentation skills
 Key accounts
Strategic Platforms
 Reserves / Luxury
 Multi-Cultural
 On Premise
6. Sales Tools. WINE: Import pronunciation, brand decks, burgundy matrix, sustainability,
varietal matrix, Wine 101 & 201, Burgundy Map, tasting notes. Spirits: Innovation Calendar,
National Execution Calendar, Key contacts.
7. Winery Visit / Hospitality.
Diageo owns and operates approximately ten
Wineries/Education sites in Northern California. We are seeking to consolidate the
booking/reservation/feedback services that support visits to these sites. We offer
approximately 25 different event types (for example: friends and family, Reserve, Employee,
and Trade) to approximately 1,200 people each calendar year.
8. Digital Asset Management (wines only): We require a cost effective, and efficient and
consolidated process to maintain, update and migrate a large and varied library of digital
assets to promote quicker response times from commercial requests and ensure we comply
with our internal policies. These assets are primarily high-resolution and include objects of
significant historical value (BV Winery heritage documents, etc.), practical areas such as wine
labels, vintage tasting notes and awards and accolades.
9. Languages: All content and materials must be in standard US English. Some designated
content and materials will need to be translated into Canadian French. Relevant
components of the learning portal will need to be in Canadian French as well.
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10. Scalability: Could solution be scalable at a later stage beyond NA requirements stated in this
document? Please provide the methodology on how pricing/costs would cover – for
example cost per license.
2.0 RFP Process and Timeline
2.1 Process
We will be asking a number of selected companies to submit a written proposal in answer to this
RFP. Those companies whose submission meets the requirements will be asked to present with us,
provide a live demo, and subject to this, the vendor will be selected.
Please read the RFP and respond appropriately.
2.2 Anticipated Timeline (All dates 2015)
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

Proposal sent to all agencies
Agencies provide written confirmation intent to bid
Agencies submit written questions/clarifications
Diageo RFP Read-Through/Respond to Questions
Formal proposals due back
Select agency presentations
Final Decision
Contract commencement
Migration, Content, Testing
Launch
by March 4
by March 6
by March 10
March 12 12:00pm-2:00pm
By 12:00pm March 26
W/o April 6
April 24
May
June
July – August
3.0 Detailed Overview of RFP Requirements
The decision to appoint will be based on a broad range of criteria. The following sections outline key
areas that you must consider. These are by no means definitive but represent the minimum areas
that we expect the agency to demonstrate their capabilities in.
You should decide how to answer these questions and what additional aspects you feel need to be
covered to best demonstrate the agency capabilities.
In responding to this RFP, please bear in mind the following Diageo policies:
3.1 Diageo Policies
Diageo Marketing Code (DMC)
See Appendix 1.
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Request for Proposal – DWS USA Academy
It should be noted that Diageo takes its privileged responsibility as a beverage alcohol brand
owner extremely seriously. As such we are at the forefront of ensuring that all Diageo Marketing
activity meets the strictest considerations in relation to social responsibility, avoiding targeting
consumers below LDA (Legal Drinking Age) and so on. As part of this agenda, we have developed
and adhere strictly to the Diageo Marketing Code. The agency should ensure it is familiar with
this code, and that any aspects of any proposal fully conform to the letter and spirit of this code.
Please refer to Appendix 1 for full details of this Code.
Partnering with Suppliers (PwS)
See Appendix 2.
Diageo’s Standards of Business Ethics and Sustainability for Suppliers is reflected in the
Partnering with Suppliers (PwS) Standards, which are modelled on Diageo's Code of Business
Conduct. They provide the framework through which we set out our minimum requirements and
our longer term aspirations. They are based on local laws and internationally accepted norms, to
which we expect our suppliers' adherence. The Guidelines address the key areas of health and
safety at work, business ethics, labour standards, consumer safety and the environment.
As a global company, we recognise that achieving these standards and aspirations presents
unique challenges in different parts of the world. Therefore, we understand that while there will
be varying degrees of performance, we will strive for continuous improvement. So that, going
forward together with our suppliers, we will consistently drive up standards and achieve
excellence. Our commitment to an ethical and sustainable supply chain is absolute.
The PwS document sets out our minimum compliance standards. We expect these minimum
standards to be in place and we will enforce them contractually. Please refer to Appendix 2 for
full details of this document.
Code of Business Conduct
See Appendix 3.
Digital Marketing Code
See Appendix 4.
Information Management & Security
See Appendix 5.
Data Privacy Policy
See Appendix 6.
3.2 Brief and RFP Response Requirements
Diageo expects to receive your completed responses according to timeline indicated in Section 2.1.
Responses after that date will not be considered. Please submit your response to this RFP via email
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to Shannon Sexton (Shannon.Sexton@Diageo.com). The response format must be in Microsoft
Office programs, including charts/graphs where applicable.
RFP response in writing to include:
1. Outline why you feel you are the best agency to meet the needs stated in the – why you
would be a great partner to us and the agency’s previous relevant experience (case studies).
2. Share initial thoughts/ideas on how you would approach the learning portal, learning
approach, and managing/refreshing content.
3. Outline the staff resources recommended to deliver these capabilities and solutions. What
the curation process for materials and admin maintenance would look like as per benchmark
of other companies with similar requirements.
4. If ongoing support is needed for your proposal, please clarify all ongoing costs in year 1, 2,
and beyond.
5. In addition to competency framework and measurement, please include a continued
learning solution usage measurement of any learning solution. We currently use Google
Analytics to track usage.
6. Include a project schedule and breakdown of the stages (planning, discovery, analysis, build,
test, launch, and ongoing support).
7. Security. Private and confidential content must be secured from the public. Please clarify
the security measures to ensure our content is confidential and adheres to all required
policies
8. Licensing – Provide any licensing and ongoing maintenance costs.
3.3
Additional Requirements
1. Agency Account Team & Overview
Identify the proposed agency team, subject to fee levels agreed, that will work on the Diageo
account, clearly outlining roles and specialism.
2. Case Study
Please provide one or two case studies that you feel are relevant to this brief, with supporting
explanatory commentary.
3. Agency Remuneration
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Please provide a detailed Scope of Work breakdown of costings for your proposal, including
details of agency fees and any anticipated third party costs using the fee template in Appendix
7. Diageo requires full and total transparency when describing your fee structure. For
example, we prefer to see your costings breakdown by category, so in this case, consider:
Portal, Reporting, Content (varying levels of quality/complexity), Content management –
refresh, add new, delete, site maintenance, etc.
4. References
Please provide the names and contact details of two potential stakeholders and two clients
who we could speak to about their experiences of working with you.
3.4
Pitch Selection Criteria
The successful agency will be chosen based on the following criteria:
1) Experience and expertise of agency in reputation management and global research
2) Content and efficiency of approach to the solution
3) References and proof of success with other clients
4) Ability to integrate into our culture and ways of working
5) Measurement and evaluation (effectiveness) strategy
6) Cost efficiencies
7) Financial and organisation stability
8) Strategy and thought leadership
PLEASE NOTE: Diageo is seeking a one stop solution provider. However, if after reviewing the
requirements of this RFP, you feel your company can address components of it in an effective and
efficient way, as opposed to the RFP in its entirety; we welcome those submissions along with the
commercial and capabilities of that proposal.
4.0 RFP Contact Information
If you have any queries about the content of the RFP, please contact:
Robert Wanucha
Phone: 1 (615) 636-6403
E-mail: Robert.Wanucha@Diageo.com
If you have any queries about the process of the RFP, please contact:
Shannon Sexton
Phone: 1 (203) 229-7839
E-mail: Shannon.Sexton@Diageo.com
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5.0 Appendices
Appendix 1: Diageo Marketing Code
Appendix 2: Diageo Partnering With Suppliers Standards
Appendix 3: Code of Business Conduct
Supplier Code of
Conduct.pdf
Appendix 4: Digital Marketing Code
Digital
Code_July_2014.pdf
Appendix 5: Information Management & Security
Information
Management & Security Global Policy 2014.pdf
Appendix 6: Data Privacy Policy
Appendix 7: Agency Scope of Work/Work plan
F15 Brand_Agency
Workplan Template_Existing MSA_updated Jan 2015.xlsx
Appendix 8: Three-tier distribution:
Three-Tier
System.pptx
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Appendix 9: Diageo Academy
DIAGEO
ACADEMY.pptx
Appendix 10: Three-tier headcount:
three
tier_headcount.pptx
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