September 23rd, 2009

Coca-Cola’s marketing will evolve into content management as the soft drinks giant pursues “a far more aggressive digital presence”, according to Coke’s top marketer Joseph Tripodi.

Speaking to Marketing Week at the launch of Coke’s 2010 FIFA World Cup marketing plan at FIFA headquarters in Zurich, executive vice-president and chief marketing and commercial officer Tripodi said “dramatic changes” in the nature of consumer engagement are driving the shift in the way the business interacts with customers.