Coca-Cola Switches Emphasis From Marketing To “Growth”

November 14, 2018: 12:00 AM EST

Coca-Cola’s head of creative Rodolfo Echeverria has broadened the vision of the marketing department from product awareness and award-winning advertising to growth – by better satisfying consumer beverage needs. In March 2017 the company replaced the chief marketing officer position with the chief growth officer position to execute the basic strategy of becoming a “total beverage company.” The idea is to launch and acquired beverage products that consumers around the globe really want. Diversification has been a challenge, Echevarria admits, mainly because it is necessary to preserve a strong identity for each product, “an edge, a differentiating point that is relevant to the people or relates to that brand.” Meeting the challenge has benefited marketing, however, by “forcing” employees to be more curious.

Molly Fleming , "How getting rid of the CMO ‘broadened’ Coca-Cola’s marketing approach", Marketing Week, November 14, 2018, © Centaur Communications Ltd (a member of the Centaur Media plc group)

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