The CPG Guys are joined this episode by Robin Kendric Triplett, VP of Integrated Marketing Experiences at The Coca-Cola Company.
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This episode is sponsored by Snap Inc.
Robin answers these questions:
- What does the title “Integrated Marketing Experiences” mean at Coca‑Cola? Which disciplines report into your organization?
- Can you walk us through your general approach to crafting integrated campaigns that span media, commerce, multicultural, and creative touchpoints?
- How do you align integrated marketing efforts with evolving consumer behavior, especially in the digital/shopping space?
- What role does data play in shaping your integrated marketing efforts and what are important data sources to do this?
- How does Coca‑Cola integrate commerce experiences with digital and social activations—especially in grocery and retail shopper settings?
- Can you share an example of a particularly innovative or cross-functional project your team led recently and what made it successful?
- Here we now sit in a world of closed-loop measurement. How do you connect integrated marketing experiences to measurable business outcomes—such as sales lift, brand equity, CLTV, NTB or perception shifts?
- Which emerging trend—be it AI, immersive media, retail media, or something else—are you most excited about for integrated marketing?
- You were honored as one of Ad Age’s 40 Under 40 in 2022—what do you feel helped you reach this recognition?
- You’ve completed all six World Marathon Majors and aim for all seven continents—how has long-distance running influenced your leadership style or strategic thinking?
