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Opinion Party: the marketing podcast
brought to you by BAV Group & IRG
Season 2: Episode 4
Human Intelligences in the Age of AI: Creating Value by Embracing Humanity as an Evolving Capability with Coca-Cola's Javier Meza
SUMMARY
In this engaging conversation, Javier Meza the President of Marketing & Europe CMO at The Coca-Cola Company, joins host Laura Jones, Global CEO of BAV Group, to explore the evolving relationship between technology and marketing, emphasizing the importance of understanding human needs and values. They discuss the impact of AI on marketing strategies, the idea of embracing humanity as an evolving capability, the significance of cultural nuances in technology adoption, and the necessity of maintaining long-term relationships with stakeholders. Javier shares insights from his extensive career at Coca-Cola, highlighting the role of intuition and leadership in navigating the complexities of modern marketing. The discussion culminates in Javier's aspirations for the future, including writing a book that intertwines philosophy and marketing.
LINKS
- Laura Jones: https://www.linkedin.com/in/lapjones/
- Javier Meza: https://www.linkedin.com/in/javier-meza-robayo/
- BAV Group: https://www.bavgroup.com
- Institute for Real Growth: https://instituteforrealgrowth.com
- Defining Entropy: https://www.merriam-webster.com/dictionary/entropy
- When coolers were innovative technology: https://www.coca-colacompany.com/about-us/history/dispensing-refreshment-these-innovations-that-have-helped-spread-enjoyment
- Coca-Cola’s 2024 Christmas Campaign: https://www.coca-colacompany.com/media-center/groundbreaking-digital-experience-and-films-fuse-holiday-heritage-with-cutting-edge-tech
- Coca-Cola Freestyle: https://www.coca-colafreestyle.com
- Short history of AI: https://ai100.stanford.edu/2016-report/appendix-i-short-history-ai
- Coca-Cola & FIFA World Cup: https://www.coca-colacompany.com/media-center/coca-cola-company-confirmed-for-fifa-club-world-cup-2025
- Share a Coke Campaign: https://www.coca-colacompany.com/media-center/iconic-share-a-coke-is-back-for-a-new-generation
TAKEAWAYS
- Marketers are at the forefront of technological innovation.
- Understanding human needs is crucial for effective marketing.
- AI will become integral to everyday life and marketing.
- Marketing is fundamentally about value exchange.
- Cultural nuances significantly influence technology adoption.
- Long-term relationships with stakeholders are essential for success.
- Intuition plays a vital role in marketing decisions.
- Technology should enhance, not replace, human experiences.
- Leadership skills are critical for navigating marketing challenges.
- Philosophical insights can deepen understanding of marketing practices.
CHAPTERS
00:00 The Intersection of Technology and Humanity
02:56 AI: The Future of Marketing
05:51 Cultural Nuances in Technology Adoption
08:48 The Value Exchange in Marketing
11:59 Experiential Marketing and Technology
14:56 Humanized Growth and Stakeholder Perspectives
18:00 Leadership and Intuition in Marketing
21:06 Longevity in the Coca-Cola Company
24:06 Future Aspirations and Philosophical Insights
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Opinion Party: the marketing podcast
For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts.
Season 2 of Opinion Party: the marketing podcast is brought to you by:
BAV Group, the world’s leading authority on data-driven branding.™️
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results.
Learn more at https://www.bavgroup.com
Institute for Real Growth
We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth.
Learn more at: https://instituteforrealgrowth.com
CREDITS
Host & Executive Producer: Laura Jones
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass
Photos © Bronac McNeil Photography & Film
28 episodes
