CMOverheard: Coca-Cola shakes things up

Here are the latest happenings in the CMO world.

  • We're paying attention, so you don't have to. Here are a few of the most interesting things happening in the marketing world this week, courtesy of some of the top experts, thought leaders and CMOs in the industry.

    Things are a little unsettled over at Coke
    by chris.huston

    Coke is shaking up its marketing unit

    Coca-Cola's domestic marketing has been lagging behind its international effort, so the soft drink giant is making some changes, reported AdAge. Star global marketer Wendy Clark will now spearhead North American marketing, while Katie Bayne -- the current president of the North American brand -- will move to the global side.

    According to an internal company memo, the new appointments "will accelerate the profitable growth of Coca-Cola through world class marketing -- both in North America and markets around the world."

    Effective brand storytelling explained

    Whether its paid media, owned media or social networks and blogs, storytelling is absolutely essential to advancing a brand's profile. Ed Abrams, VP of Marketing for IBM, tells us in the video below why it’s critical to connect your story to each step of the customer journey.

    Weaving Storytelling Effectively Into All Marketing Touch Points
    by Steve Farnsworth via YouTube

    The Best for 2013

    In case you missed's list of the best digital campaigns for 2013, have a look below. It includes everything from tweeting drug traffickers to a Coca Cola campaign aimed at bringing warring nations together.

    2013's best digital campaigns

    This is a personal selection of the most relevant campaigns As a marketing professional & blogger, I have watched tons of videos since 2006 and I very carefu...

    Go for the gold

    Do you want to provide information to your customers that is increasingly useful, relevant and persuasive? Sure you do. But you have to get to know them first. That means forging a better understanding of their data. This webinar by Jay Baer of tells us seven ways to find hidden gold in your customer data.

    by chris.huston

    Whither the marketing industry?

    If you're wondering about the future of marketing, Vala Afshar, the CMO of Enterasys, lays it out for us in this engaging slide share comprised of 20 tweets from thought leaders in the industry.

    According to Afshar, it can all be summed up in three tweets from digital marketer Sam Melnick:

    1. The future of marketing starts and ends with data, technology, and measurability. 

    2. Digital marketing is more than a type of spend or channel - it is an organizational frame of mind. 

    3. Eat, sleep, and love your customer. Repeat.

    The latest scoop from the mouths of CMOs

    Tags are snippets of code that usually placed in the header of a page which enable third-party tracking, analysis and reporting. Tealium CMO Tracy Hansen sees them as keys to understanding marketing data:

    Tag management is a solution that brings together all of the data and creates a unified data layer to allow these disparate systems to talk to each other in an effective, clean and cost-efficient way. That’s why you’re seeing so much interest, so much excitement. Like me, once CMOs and their teams realize what’s possible, there’s no end to them wanting to get tag management into their operations immediately. -- Tracy Hansen, CMO, Tealium.

    Should a CMO be more analytical or more creative? Tony Palmer, President of Brands and Innovation for Kimberly-Clark weighed in on the subject to

    “We set up these false paradigms intellectually, with science being the enemy of creativity and creativity being the enemy of science. My observation throughout my career on creativity has been that the more structured you are, the more disciplined you are, the more scientific your work is and the more focused you are, the better the creativity you unleash.” -- Tony Palmer, Kimberly-Clark.

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