Diageo is using a £20k PITCH//IT start-up innovation pitch at MAD//Anywhere on 11 Nov to identify “tools and technologies that can enable their brands to deliver next generation digital experiences”.

The MAD//Anywhere pitch is is focused on how the global drinks player can power innovative experiences of its brands, which include Johnnie Walker, Guinness and Captain Morgan. The pitch will be run by Diageo Global Head of Innovation + Emerging Technology Benni Lickfett and Co:Cubed CEO Jeremy Basset, 

Diageo is looking to build on its recent experimentation with technologies including shoppable live streams, shoppable AR and conversational commerce.

This edition of PITCH//IT, MAD//Fest’s pitch innovation competition, will see 6 start-ups selected to participate for the £20k pilot. 

Meanwhile, global food firm McCormick will be running a second £20k pitch at MAD//Anywhere focused on ‘personalisation at scale.’

Click here for both the Diageo and McCormick briefs. Enter the Diageo pitch here until 30 Oct.