Ricardo Fort
VP – Marketing, Coca-Cola India
The most exciting project I have managed was the global activation of the 2006 FIFA World Cup in Germany. Coordinating a network of more than 150 countries to jointly develop advertising, promotions, package and point of sale material design, et al. was a great challenge. The project lasted almost three years and it was the greatest global initiative the Coca-Cola Company ever implemented. The result was the consumer recognition and the FIFA research validation that Coca-Cola was the brand that best leveraged the event to drive preference and consumption. Papers around the world reported that the great performance the company had on the second quarter of 2006 was a lot because of the implementation of this initiative.
VP – Marketing, Coca-Cola India
The most exciting project I have managed was the global activation of the 2006 FIFA World Cup in Germany. Coordinating a network of more than 150 countries to jointly develop advertising, promotions, package and point of sale material design, et al. was a great challenge. The project lasted almost three years and it was the greatest global initiative the Coca-Cola Company ever implemented. The result was the consumer recognition and the FIFA research validation that Coca-Cola was the brand that best leveraged the event to drive preference and consumption. Papers around the world reported that the great performance the company had on the second quarter of 2006 was a lot because of the implementation of this initiative.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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