As Coca-Cola launches its first global marketing campaign in more than a decade with a new strapline, ‘Taste The Feeling’, its CMO Marcos de Quinto reflects on why now is the right time to take the ‘One Brand’ strategy global.
Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
While Coca-Cola says it is too early to tell if its one brand strategy is working, early sales figures suggest the soft drinks maker has experienced a boost from its shift to showcase all its variants under its masterbrand.
As Coca-Cola kicks of its sixth year of partnership with the Rugby World Cup, GB marketing director Bobby Brittain tells Marketing Week how sponsorship will look in the company’s future under the ‘one brand strategy’ it introduced earlier this year.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.