Liquid & Linked marketing
by McKinsey on Marketing & Sales on Jan 25, 2013
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Wendy Clark, SVP, Integrated Marketing ...
Wendy Clark, SVP, Integrated Marketing
Communications and Capabilities for the Coca-Cola Company, gave this presentation at McKinsey's Chief Marketing & Sales Officer event in November, 2012. Wendy explained how Coke's marketing is liquid (easy to spread) and linked (connected to its core values and messages). To be successful today, companies need to dedicated resources to develop new ideas and businesses. At Coke, 70% of spend funds current proven programs, 20% to new and promising trends, and 10% to test completely new ideas.
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