Three challenges awaiting Coca-Cola’s new CEO
With operating chief James Quincey set to takeover as CEO from May 2017, here are three areas he’ll need to improve.
Don’t approach content marketing like ‘advertising’s new clothes’ says Coca-Cola
Mindi ChahalCoca-Cola’s online communications director for Western Europe, Stanislas Magniant, on how to measure the success of content marketing and the challenges it raises.
‘Being an Olympic sponsor is a disadvantage’ says former Coca-Cola UK marketing boss
Leonie RoderickOutgoing Coca-Cola GB marketing director Bobby Brittain has admitted being an Olympic sponsor isn’t an easy ride despite the brand’s strong performance at the recent Rio Games.
Coca-Cola hires new GB marketing boss as Bobby Brittain departs
Sarah VizardCoca-Cola’s UK marketing boss Bobby Brittain has left the business after more than 12 years at the soft drinks brand.
Tackling ‘muscle memory’: Brands in new categories on disrupting norms to grow
Niamh CarrollBrands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Attention is advertising’s currency, let’s agree on its value
Sorin PatilinetAttention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
‘You can’t be hands off the wheel’: Is brand safety a ‘shared issue’?
Grace GollaschWith concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?
Brand investment crucial to women’s football development, say fans
Molly InnesA study by Visa, UEFA’s women’s football sponsor, has found 70% of fans believe brands help boost the visibility of women’s football, and 67% say brands are essential to its development.