‘We need to be humble’: Coca-Cola’s European CMO on effectiveness and ‘earning’ consumers’ attention
The Coca-Cola Company is investing in brand experiences and its first-party data capabilities to drive marketing effectiveness across the organisation.
Over the decades, Coca-Cola has produced some of the most famous campaigns, but the business remains “humble” and works hard to “earn” consumers’ time and attention, says its European CMO Javier Meza.
In recent years, Coca-Cola’s marketing function has been pivoting to more of an experience-led model of marketing, as traditional broadcast media becomes “less and less effective”.
“We all have more power, as consumers, on which brands we allow to come into our way. We have, through digital media, much more control of the things that we are exposed to,” Meza tells Marketing Week.
