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‘More impact, less waste’: Coca-Cola CFO praises impact of marketing ‘transformation’
Coca-Cola’s CFO, John Murphy, and incoming CEO, Henrique Braun, have lauded the company’s marketing “transformation” for driving greater impact and efficiency. This reinvention focuses on leveraging digital and “experiences” to connect with consumers, moving from broad campaigns to hyper-personalized engagement, particularly highlighted for the upcoming Fifa World Cup. Braun also introduced the “4Is” framework—insights, innovation, intimacy, and integration—as key to the company’s consumer-centric approach and future strategy.