Coca-Cola’s CEO on brand portfolios and marketing through inflation: “There’s no silver bullet out there”

Anna Hamill

James Quincey, CEO of Coca-Cola, gave an interview in which he discussed corporate structure, selling in an inflationary environment and agency relationships.

Coca-Cola, the beverage brand, is seeing the positive impacts of a COVID-era portfolio reorganization and consolidated client-agency relationships as normality returns, including increased marketing effectiveness, according to the company’s Chief Executive Officer, James Quincey.

Streamlining portfolios

“We took a very conscious decision – despite seeming slightly quixotic – in the middle of COVID to reorganize, basically all virtually over Teams and Zoom, and to stream the portfolios. But the intention was very much about leaning in to being more aggressive on getting done what needed to get done,” Quincey said at the Barclays Consumer Staples investor event, noting that while...

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