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Real-Time Marketing Means Less Hierarchy

  • The Drum, Wednesday, June 18, 2014 10:53 AM

Brands are far too hierarchical to be real-time and so must ditch stiff, formal command structures if they are going to take advantage of contextual marketing opportunities, according to Coca-Cola's President of Strategic Marketing in North America, Wendy Clark. She told delegates at Cannes: "You can no longer have a hierarchical organisation as you will miss the context and real-time opportunities. We at Coca-Cola are pushing empowerment down through the company."

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