Coke Does A U-Turn And Brings Back Axed Global CMO Role

Macro view of water condensation over red aluminium can with copy space
SHARE
THIS



Global beverage company Coca-Cola has brought back its global CMO position, just two years after axing the role.

The president of Coke’s APAC business, Manolo Arroyo, has been appointed as the new CMO as part of a global restructure.

Arroyo will be responsible for the company’s creative, category, marketing operations, design and knowledge & insights.

Coca-Cola’s chairman and CEO James Quincey said the 180 was due to a change in consumer needs.

“We know consumer needs are changing faster and faster, and it is critical for the company to be agile in how it responds and adapts,” said Quincey.

“Manolo’s dual leadership over operations and marketing is a new structure for us, and we anticipate that it will evolve in the months ahead. Manolo’s focus will range from developing work that can be used around the globe to supporting local campaigns.”

When Coke scrapped its CMO role in 2017, it sparked a wave of similar restructures across a range of brands, including McDonald’s, Johnson & Johnson and Uber.

As the CMO role continues to change with tenures getting shorter and shorter, Coke re-appointing the position is an interesting one.

CMOs face the constant pressure of delivering standout results for brands and fast. And, when they don’t deliver, it’s often out with the new and in with the even newer.

And, as traditional marketing methods continue to become less effective in a cluttered and fragmented media-dominated world, it remains to be seen how Arroyo will handle his new role and make it his own.

 

Please login with linkedin to comment

Coca Cola Coke Marketing

Latest News

New normal trendy,stay home,work from home,social distancing concepts on covid-19 outbreak situation.safety and health care ideas
  • Marketing
  • Opinion

Five Aces To Overcoming The Pandemic For CMOs

In this guest post, Garrett Ilg, President JAPAC at Oracle, Oracle Corporation lays out how marketers can lead their businesses to recovery… The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery. […]

Opinion

by Christos Tzortzis

Christos Tzortzis
NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo
  • Campaigns

NSW Government Launches Maths Trains Brains Campaign Via Bastion Banjo

The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign
  • Campaigns

Grill’d Sticks It To Fast Food Giants In New “Trump’d” Campaign

Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]

Debunking The Myths: The Environmental Cred Of Print Media
  • Opinion

Debunking The Myths: The Environmental Cred Of Print Media

In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]

Opinion

by B&T Magazine

B&T Magazine
Mindshare Snares Kayo’s & Binge’s Media
  • Media

Mindshare Snares Kayo’s & Binge’s Media

The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]

by B&T Magazine

B&T Magazine
Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location
  • Media

Aussie Tech Firm Launches App To Help Media Owners Find Local Advertisers In Any Location

Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat
  • Campaigns

Time To Fill? Then It’s Time To Will With State Trustees Via Hardhat

The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio
  • Advertising

Imagine Room Revolutionises Immersive Content With Australia’s First Microsoft Mixed Reality Capture Studio

Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]