How Coca-Cola retooled its research library

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

One of the biggest challenges that researchers face at a global enterprise like the Coca-Cola Co. is being able to access, manage and mine the research their brands already own.

Heck, forget mining the data; often, the problem for Coke's researchers was finding the data in the first place.

Roberto Cymrot, Group Director/Knowledge and Insights, Coca-Cola North America

"Coca-Cola used to suffer from too much data, not enough insights," admitted Roberto Cymrot, Group Director/Knowledge and Insights at Coca-Cola North America.

"We had such a cumbersome system. It was the black hole of research, where research goes to die. It was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands