Is Coke Zero eating diet Coke sales? No, says Tripodi.  "There is some against diet drinks but that has come down. diet coke skews more female, while Zero is more men, which is why we have three cola strategy in NA." As for global advertising and marketing.  "You need more central control, strong core creative idea, Again, the notion of freedom within framework. every brand manager at every counry around the world doesn't have right to go produced ad for company.  If an everyone goes off and does own thing there are very mixed results, but we do have …

Joe Tripodi's message for growth in scary times:  The secret formula for growth:  "Don't jump, don't let the urgent overwhelm the important.  It's easy now to panic,  don't let your brand become a commodity,  this is death for marketers; when we allow this to happen, shame on us. we have to get more precise on marketing." He says this is the moment when precision marketing becomes more valuable. "Innovate with purpose, across the board, not just at product level, but at many different levels. Inveset in your brand now,  specially in these dry times." He says if the …

Joe Tripodi, CMO and commercial officer with Coca Cola says marketing to "siloed" countries is out.  IN: global tribes. "We see more and more of this: youth culture, high net worth culture, urban culture, health and sustainability. the amount of varieability  the young person in New York has more in commong with young person in shanghai than the farmer in upstate New York. As global marketers you can speak to these people in relevant and consistant way.  everyone in every market will always talk about differences they have with others and those differences are narrowing. New rules of …

TiVo CEO Tom Rogers says interactive ad companies have come and gone because they violate the basic tenet of DVR: viewers control it all.  "Interactive ads require you to view the ad somewhere. The answer is pausing the show while someone spends as much or little time as they want, allowing the consumer to remain in control. This  is not about understanding video on demand,   this is about something more basic and fundamental: all the viewers across all channels all the time are fast fowarding, so  giving a more demo relevant version of ad to viewer doesn't change fast …

TiVo's Tom Rogers described some of the solutions TiVo has that can preclude the dreaded ad-skip.  "We are working with agencies and CMOs. We have developed many forms of inventory and there is no one way to get a viewer to go into an ad, there are many ways to catch viewers' eye with ad, that they won't watch, there are many wasy to engage; tags fullscreen billboards, insertions.  And  there are many more forms of inventory to come. He says one way to do TiVo is  product placement that is immediately actionable.  "Right off the ad," he says.  …

Tom Rogers held forth at the ANA breakfast said his message - which he repeated thirty or forty times in different ways, just so nobody in the room could possibly miss it:  the financial crisis we have watched unfold was apparent to some.  Others didnt see it coming.  As to the  coming ad crisis, you have absolutely no excuse. In the next to to three years the TV industry will face a crisis more severe to it than the current financial crisis is now." He said 25 million DVR households today, fifty to 60 million households in next three …

Having the ability to speak to anyone at anytime doesn't mean you do it while someone is speaking during a conference. How extraordinarily rude, dude! At breakfast this morning, I was heartened when TiVo CEO Tom Rogers, mid-sentence, turned to an offender seated near me and suggested in quite civil terms that he shut the hell up. Tom said he was getting an echo and it was bothering him. I can't imagine what goes through someone's mind that they think they can sit there, talking into the air while those around them struggle to listen to information they …

Woke up, got out of bed -- and immediately thought of what we'd heard from BBDO CEO Andrew Robertson yesterday about rituals, in particular morning ablutions. So when I stumbled into the shower, I had to check the little shampoo and conditioners bottles to make sure I read them correctly (he'd suggested package designers work on this for those with aging eyes). Afterward, applying deodorant, I felt I was mimicking him as I raised each arm and applied two strokes. Am I doomed to think of Andrew Robertson each and every morning? Did anyone else go through this …

Adobe is an interesting company, and I spoke with its marketing head last night.  Adobe owns Flash (which it got along with Macromedia a year or two ago) and of course Acrobat and Photoshop.  He said that the sf-based company is moving toward creating an umbrella brand, or at least using the Adobe brand more prevalently.  Why? Because Adobe enjoys strong opinion; Unlike other corporate brands it has a strong rep.

The first day of ANA lived up to the rep.  The Hall was packed for each speaker, and the  dessert was incredible, at least at lunch.  The dinner dessert deserves a comment.  Try to picture this:  a large Dunkin' Donuts style frosted jelly doughnut (or is it donut?) rests center-plate upon a drift of chocolate sauce.     Upon the donut resides a dolop of coffee ice cream upon caramel snap of some sort. and upon the ice cream, like a yalmukah, radar dish or sombrero, a sugared lemon wedge.  I was astonished, I'd never been served quite this sort …