Storytelling and Scale: Coca-Cola's Global Marketing Priorities
David TiltmanWarc
Coca-Cola may have been around for 125 years, but it is hardly resting on its laurels. Its stated aim is to double the size of its business between 2010 and 2020 – and according to Joseph Tripodi, Executive VP and Chief Marketing and Commercial Officer, the strategies it has followed in the past are not enough to get it there.
Tripodi was speaking at AdAsia 2011 in New Delhi. Coca-Cola has been assiduously building its business in markets such as India and China in recent years in anticipation of rising...