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tccc_spencerian_script_2011-300x42In 2009 The Coca-Cola Company, along with its bottling partners, outlined their 2020 Vision – a single document that holds a shared ambition with specific goals for the business through the year 2020. Global Marketing and Commercial Leadership is responsible for ensuring the brands are always interesting, viable, relevant and available in the marketplace to deliver on that Vision. In 2013 Coca-Cola will use three principles to fuel its growth and deliver on those stated ambitions: Innovation, Creativity and Focus. We asked Joseph Tripodi, EVP and Chief Marketing and Commercial Officer to elaborate on those three principles.

INNOVATION:

Last week I convened our global marketing and commercial leaders in Las Vegas at the Consumer Electronics Show. There we walked the CES floor to identify and further understand technology trends, held “speed dating” sessions with a dozen exciting startups from Silicon Valley and had deep-dive discussions with other brand leaders and established technology partners It was time well-spent. We grew our knowledge base, contacts and ideas of how to further deliver on our business objectives. As I said in my opening to the team at CES, “The marketplace is getting tougher and we have to get sharper, that’s why we’re here.” And we did. Innovation will be at the core of our thinking to meet and exceed our business goals in 2013.

Joseph Tripodi of The Coca-Cola Company

Joseph Tripodi of The Coca-Cola Company

CREATIVITY:

This year, The Coca-Cola Company is fortunate to be recognized by the Cannes Festival of Creativity as their Creative Marketer of the Year. This is the first time in Coca-Cola’s history that we have received this award and we are genuinely honored. At the 2012 Festival last June, Coca-Cola won a record 30 Lions with two Grand Prix recognitions. Most importantly, these awards came across award categories (Mobile, Out-of-Home, TV, Integrated), across Brands (Coca-Cola, Coca-Cola Zero, Sprite) and across geographies (Latin America, Asia Pacific, North America). What we know well at Coke is that creativity fuels our bottom line. There is a direct correlation to the strength and power of our creative work and the strength and power of our business results. In 2013, we will continue to leverage creativity to deliver strong business results.

FOCUS:

With thousands of brand ideas, experiences, messages and apps flooding consumers daily it is critical that the best brands bring focus to their efforts, energy and investment in order to create marketplace impact. In our digitally-connected, rapid world it’s easy to get romanced by the need for more work, more ads, more engagement. But added quantity at the cost of quality will not deliver business results. Instead we’re driving discipline and focus in how and where we put resource and investment. In 2013, focus is a business imperative — our goal isn’t just more work, it’s more good, relevant, break-through, value-creating work.

Our journey to 2020 promises incredible opportunities, massive learning and, of course, some challenges along the way. Our best investment to deliver on our business ambitions is in our people. Empowering and preparing our teams to do their best thinking and best work through added Innovation, Creativity and Focus will help us deliver on our 2020 Vision.

Follow Brandon on Twitter: @brandongutman

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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