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This profile was last updated on 1/20/14  and contains information from public web pages.

Europe Integrated Marketing Direc...

Local Address: London, United Kingdom
The Coca-Cola Company

Employment History

  • Latin America Marketing Chief
    The Coca-Cola Company
  • European Marketing and Communications Director
    The Coca-Cola Company
  • Advertising Director
    Coca-Cola Latin America
  • Similar Role
    Coca-Cola Latin America
  • Contributor
  • Coke
13 Total References
Web References
Uncategorized « The Gapster [cached]
Coca-Cola has appointed Guido Rosales as European Marketing and Communications Director. He has been in a similar role at Coca-Cola Latin America
Guido Rosales, the ..., 27 June 2012 [cached]
Guido Rosales, the advertising director for Coca-Cola Latin America says "We want to remind people that acts of kindness and bravery are taking place around them all the time."
Guido ..., 12 July 2012 [cached]
Guido Rosales
"We don't want to simply be sponsors anymore," said Guido Rosales, an advertising director for the beverage company's Latin America division. "We want to own the content. And we want to democratize the content on digital mediums, whether tablet, laptop or smartphone."
Earlier this week, we sat down with Rosales at a midtown New York hotel lobby to talk about Coke's digital evolution in Latin America. He repeatedly pointed to marketing that's designed to attract teens and college-aged consumers.
Coke's Guido ..., 7 June 2013 [cached]
Coke's Guido Rosales talks global marketing, Brazil-style | More Coke's Guido Rosales talks global marketing, Brazil-style - Brand Republic News
Coke's Guido Rosales talks global marketing, Brazil-style
Coke's Guido Rosales talks global marketing, Brazil-style
Nicola Kemp talks to Guido Rosales, Latin America integrated marketing communications director, about how Coke has re-engineered its creative culture.
Guido Rosales, the marketing force behind the brand's Latin American division, explains how he is attempting to transform the world's biggest soft-drink brand into one of the most committed content creators.
"It takes time, but people need to start believing that in the content era this is the way we are going to reach people," explains Rosales.
We don't want to have ­discussions, we want to have conversations," ­explains Rosales.
Liquid ideas Over the past three years, Coca-Cola has strived to introduce processes to drive what it calls "liquid ideas" businesswide. According to the brand, these ideas will spread across consumer touchpoints. "Liquid ideas is all about conversations," says Rosales. "When we develop a liquid idea it has to be provocative and relevant, and you won't be able to contain that idea."
Innovation Innovation has been ­singled out as the key marketing pillar for Coke over the next year. "Innovation is at our core and all our marketing regions will invest more in innovation over the next 12 months," says Rosales.
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