Gerardo Garcia

Group Director, Global Design
The Coca-Cola Company

Gerardo Garcia is the mastermind behind Coca-Cola’s “Design Machine,” a global web-based application that empowers more than 20,000 Coca-Cola marketers and agencies in 200+ countries in more than 20 languages, to dynamically customize and localize global marketing campaigns and related materials, while preserving brand integrity and myriad compliance requirements.  The concept of “Freedom in a Framework” powers highly relevant Coca-Cola marketing activations across multiple media around the world, driving faster time-to-market with more relevant and engaging marketing initiatives for a concurrent increase in marketing effectiveness and efficiency while strengthening brand stewardship.

 

Coca-Cola’s Design Machine has driven more than $100,000,000 in cost efficiencies, empowering Coca-Cola marketers and agency partners to drive significant increases in marketing volume and value per dollar spent.  Coca-Cola’s Design Machine is more than just a high-impact initiative - it is a harbinger of things to come in an increasingly global, relevant, interactive, multi-channel world.  And, yet, Gerardo is already plotting an inspiring next generation of this razor’s edge innovation!