Dive Insight
The effort reflects Coca-Cola CFO John Murphy’s broader focus on tightening how resource allocation is handled across the business.
“Resource allocation is not a new idea… however, we think there’s an opportunity to gain even more leverage from it — something I think about as potentially our new secret sauce,” Murphy said at the Consumer Analyst Group of New York Conference in February, according to a transcript.
The consumer goods industry faces an increasingly complex and volatile marketing environment brought on by factors such as economic uncertainty, softening consumer demand and “an explosion of media touchpoints and purchasing pathways,” according to a February report by Boston Consulting Group.
The firm reported in early 2025 that three-quarters of marketing leaders at consumer goods companies viewed omnichannel investment allocation and activation as their biggest challenges. Of those respondents, 68% cited organizational silos and poor…….
Sources include:
cfodive.com
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