Instead of cutting marketing budgets, Diageo decides to invest in marketing but to remove inefficient expenditures, and thus improve profits by shifting money investments. Two years ago, the company launched the platform Catalyst, whose main goal is to provide instant data to marketeers and help them create investment-worthy strategies. According to Diageo's global marketing effectiveness director, Adam Ben-Yousef, they have "achieved a more profound shift at the highest level in the belief in marketing investment. Marketing is no longer the first spend to be cut when a market wants to deliver its annual plan." It does that by solving issues and helping companies reach customer satisfaction.