Marcos de Quinto: A Maverick Marketer and Business Leader

Marcos de Quinto Romero is a highly regarded Spanish businessman, best known for his innovative marketing strategies and leadership roles at The Coca-Cola Company. His career, spanning several decades, is marked by a commitment to authenticity, challenging conventions, and a strong belief in the power of human connection in business.

De Quinto’s tenure at Coca-Cola was particularly impactful. He joined the company in 1982 and rose through the ranks, ultimately becoming the Executive Vice President and Chief Marketing Officer. He held this influential position from 2015 to 2017, a period characterized by significant shifts in consumer preferences and the rise of digital marketing. He spearheaded a notable change in Coca-Cola’s global marketing strategy, moving away from segmented campaigns toward a more unified and emotional brand narrative.

One of his most significant contributions was the “One Brand” strategy. This unified all Coca-Cola variations (Coca-Cola, Diet Coke, Coca-Cola Zero, and Coca-Cola Life) under a single iconic Coca-Cola brand identity. The aim was to highlight choice and connect all products under the umbrella of the original Coca-Cola heritage. This approach fostered brand cohesion and addressed the increasingly fragmented beverage market.

Beyond strategic decisions, de Quinto is known for his direct and often provocative communication style. He’s a vocal advocate for transparency and authenticity in advertising. He often challenged traditional marketing methodologies, urging marketers to focus on creating genuine connections with consumers through storytelling and relatable experiences. He also championed the importance of empowering local markets to tailor global campaigns to their specific cultural contexts.

After leaving Coca-Cola, de Quinto transitioned into politics, serving as a member of the Spanish Parliament. This move reflected his interest in contributing to societal issues and leveraging his business acumen in the political arena. His time in politics was relatively short, but it demonstrated his commitment to public service and his willingness to engage with issues beyond the corporate world.

More recently, de Quinto has been involved in various ventures, including investments in startups and advisory roles. He continues to be a sought-after speaker and commentator on business strategy, marketing innovation, and leadership. His insights are highly valued, given his extensive experience and his proven track record of success in a rapidly evolving global market. His legacy remains one of challenging the status quo, championing authenticity, and recognizing the human element at the core of successful business strategies.