Coca-Cola refines innovation process to make ‘bigger and bolder’ marketing bets
Coca-Cola CEO James Quincy says investments in tech are beginning to pay off, while its Studio X agency teams are enabling it to produce tailored content at speed and scale.
Coca-Cola’s CEO has highlighted the impact of marketing and suggested investments in marketing technology are starting to bear fruit, while reporting strong second-quarter results.
The drinks giant’s chairman and CEO, James Quincy, said the company is seeing benefits from taking a digital-first stance and from Studio X, its dedicated WPP-run agency, which he describes as a “digital and organisational ecosystem that integrates marketing capabilities and connects them to our global network structure”.
“We are producing tailored content at scale and at speed, and are able to measure impact in real time. We are refining our innovation process to prioritise bigger and bolder bets, and we are removing barriers to deliver a more holistic approach,” he said on a call with investors today (23 July).
