‘We are not backing off’: Coca-Cola doubles down on commitment to invest in marketing
The Coca-Cola Company will pursue expanded profit margins by reaping the rewards of its marketing transformation programme, not cutting budgets, its CEO says.
‘We need to be humble’: Coca-Cola’s European CMO on effectiveness and ‘earning’ consumers’ attention
Niamh CarrollThe Coca-Cola Company is investing in brand experiences and its first-party data capabilities to drive marketing effectiveness across the organisation.
‘Dual velocity’ approach: How Coca-Cola marketers are adopting generative AI
Niamh CarrollThe Coca-Cola Company is keen to “jump in” to better understand how it can use generative AI across the organisation, but will not just use the tool for “the sake of doing it”.
Coca-Cola CEO: Key to growth is matching consumer desires
Niamh CarrollIdentifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Grace GollaschThree has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.