Coca-Cola adopts the millennial mindset

Stephen Whiteside

"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 just limited to how we go to market; it's bigger than that," said Tripodi. But while integrated marketing communications (IMC) are a growing reality, other departments frequently fall behind. "I always say to people, 'I think we're in IMC 3.0, but it seems like sometimes we're in Legal or HR 1.0.' How do we get and move the entire business system in our company into this new world?" Tripodi asked.

The inspiration for Coke's strategy