MERCADEO Versión en español
WPPs Sir Martin Sorrell: I have my own personalized can of Coke just to show we understand some of the things going on with Coca-Cola
17 de agosto de 2015
WPP Group keeps on celebrating after winning Coca Cola’s pitch for the next global campaign. WPPs CEO, Sir Martin Sorrell, didnt arrive on time for the party in the i-marketing technical integration unit in Atlanta, but he made his way to be there through a video in which he explained why the holding is the best choice for multinational beverage businesses. I have my own personalized can of Coke just to show we understand some of the things going on with Coca-Cola” said Sorrel in the video which was suppressed from the Internet. Talking in an interview about what makes a good CEO, Sorrell said: I would say commitment, you totally have to be a little optimistic too -given the nature of the business-, and tough, because coming second is -even in a field of 5 or 6- not good, the winner takes it all. He added that another trait is obviously intelligence, and that EQ is as important as IQ. You see a lot of people who are tremendously intelligent but has little emotional intelligence, so you have to have a balance between the two. You dont have to be Einstein, but you must be able to address the business from simplicity. I think youve got to have a global perspective, which means you cant just have experience on one part of the world. You must know languages in order to be capable of performing in a broader amount of markets and preferences. You cant run a global agency if you only know your local market and in only one language he explained.
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