‘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.
Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.