Why Coca-Cola is getting ‘out of the cage of the brand’ to foster innovation
Molly FlemingCoca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Coca-Cola introduces new brand platform as it vows to take a stand on social issues
Molly FlemingCoca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.
Carabao’s CMO on unleashing his entrepreneurial streak
Charlotte RogersFalling in love with the pace and energy of FMCG helped kickstart a diverse marketing career for John Luck, which has spanned everything from Coca-Cola and premium biscuits to breast implants and sponsoring the League Cup.
Coca-Cola and the decline of the chief growth officer
Sarah VizardAs Coca-Cola gets rid of the chief growth officer in favour of a CMO, are we now likely to see other companies follow suit?
The rise of effectiveness and the dawn of Uber: Marketing moments of the decade, part II
Sarah VizardIn the next installment of Marketing Week’s look back at the moments that defined the decade, we examine the rise of effectiveness, the dawn of Uber and the Netflix effect.
Coca-Cola brings back the global CMO role
Sarah VizardCoca-Cola is scrapping the chief growth officer title it introduced in 2017 and going back to having a global CMO, albeit one that is now also in charge of operations.
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Coca-Cola launches global Christmas ad that promises to ‘unite us’
Molly FlemingCoca-Cola is launching a Christmas ad that it hopes will unite the world in its largest ever festive marketing push.
Trends 2020: Marketers reach ‘peak innovation’
Molly FlemingAmid a fail-fast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity.
Coca-Cola launches biggest ever Christmas campaign as it prepares for global ad launch
Molly FlemingCoca-Cola is bringing back its iconic Holidays Are Coming Christmas marketing campaign and its annual truck tour, in what the company says is its biggest festive push ever.
Coca-Cola: We need to reframe the way we talk about the plastic problem
Molly FlemingThe soft drink giant’s CEO James Quincey is encouraging a two-pronged approach to sustainable packaging that includes both zero waste and reducing companies’ carbon emissions.
Coca-Cola CEO praises ‘consumer-centric’ innovation as Coke brand grows
Molly FlemingCoca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.
Understanding how brands operate in Japan
Charlotte RogersAs a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.
Working abroad: What it takes to be a marketer in Japan
Charlotte RogersIn the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.