Coca-Cola adopts the millennial mindset
Stephen WhitesideWarc
"We have to reinvent our company," Joseph Tripodi, chief marketing and commercial officer at soft drinks giant Coca-Cola, told the audience at OMMA Global, organised by MediaPost and held in New York as part of Advertising Week 2013. "I fundamentally believe that the progression of a company from local, multi-country, international, global – the higher order will be networked. Both internally networked and externally networked."
Becoming "networked" depends, primarily, on embracing the right mix of technologies to facilitate rapid and effective connections with colleagues and customers wherever they are. "This is not...