Freedom in a framework: How Coca-Cola manages global marketing

This report from the opening session of ANA/WFA Global Marketer Conference covers the presentation of Joe Tripodi, CMO of Coca-Cola, who discussed the company's approach to international marketing and brand management as embodied by its "Freedom in a Framework" program.

Freedom in a Framework: How Coca-Cola manages global marketing

Geoffrey PrecourtWarc

Get out of the campaign mindset. That was the explicit command from Coca-Cola's marketing chief at the opening session of Global Marketer Week 2012, jointly organized by the Association of National Advertisers (ANA) and World Federation of Advertisers (WFA).

Joe Tripodi, Chief Marketing and Commercial Officer at Coca-Cola, insisted, "It's time to move to a big idea that sits in the center of all kinds of marketing – digital and analog endpoints that are linked and bound together as the positioning of the brand."

He added:...

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