In early 2011, Diageo articulated a major shift in strategic focus from the developed to the developing markets. This inflection point put in place a structure, an approach and strategy which will drive a higher level of growth consistently year in, year out, the objective being to increase the proportion of income coming from high growth emerging markets, where double digit growth is the norm.

One year on, in the 2012 Annual Report we again used a simple mechanism that juxtaposes iconic buildings from around the globe with their 14 global strategic brands, to deliver this message simply and effectively. Inside the document we maintained and extended the element of corporate storytelling through the marketing-led spreads, directing users elsewhere online for the full story.

As in previous years the products continue to be the heroes, they are shown in a refined, robust and sophisticated manner. We also articulated Diageo's business model for the first time.   

We presented more in-depth stories through case studies on the divider pages, promoting the company's world-famous brands and also its deep market knowledge, skills and people.