You know, it sounds like everyone’s dream marketing job, but it is a real challenge to constantly innovate a brand that all of Asia sees, feels and consumes on a daily basis. It’s like a 100 yard dash that never ends.
KW on Portfolio
Coke has diversified its products in the last few years to meet and anticipate consumers. Singapore alone now has 16 active brands. We focus on understanding need states and making sure we have something very tailored.
KW on relationships
I guess I’m fortunate to have been on ‘both sides of the fence’ working in the agency and as a marketer. Both parties need to invest more time understanding each other. But its like a good personal relationship – chemistry is everything.
