Coca-Cola’s Robin Triplett is leading its new approach to media

Few consumer packaged goods companies have undergone as many marketing changes as Coca-Cola in recent months—and Robin Triplett has been in the trenches overseeing a lot of them. See all 40 Under 40 honorees here The 39-year-old Triplett, Coke’s head of end-to-end connections and media, oversaw the transition to WPP as the beverage giant’s lead media agency in North America, part of the holding company’s larger global win. She has also guided Coke as it transitions away from a TV-centric ad model to one emphasizing more nimble digital buys and consumer experiences. “Transformation is the name of the game—for the company, the agency and the way in which we are trying to work,” Triplett said. As for that agency transition, it got done in less than 60 days, starting late last year, through the holidays. “No balls dropped, we were able to maintain business continuity,” she said. Triplett's 19-person team is behind efforts such as a summer campaign that involved partnering with Snapchat to build an augmented reality lens featuring an avatar of The Kid Laroi performing the song “A Thousand Miles.” “Typically we would push out a Coke message and talk about summer,” Triplett said. But “this really was a more immersive and engaging way to bring that to life.” Triplett is also leading Coke’s effort to boost its investment in minority-owned media to 8% by 2024. The company has not revealed its exact progress, but she said, “We are on our way.” If you could have dinner with one person, alive or dead, who would it be and why? My great-grandmother. I grew up in a very close family. My mom and sister and I lived next door to my aunt and cousin, who lived next door to my grandparents. Growing up, one of the greatest compliments I ever received was that I had my grandmother’s spirit and my great-grandmother’s sense of style. I was very close to my grandmother but never met her mother so I’d love the opportunity to meet her and learn more about her and our family and, in turn, a bit more about myself. What are the top two social media sites you use on a regular basis? Instagram and Twitter. What’s currently on your bedside reading list? “Think Again” by Adam Grant, “The Happiness Pursuit” by Chris Guillebeau, “The Club” by Ellery Lloyd, “Joyful” by Ingrid Fetell Lee and “Date to Lead” by Brene Brown. What was the last show you binge-watched? “The Beef” At what age do you hope to retire? I don’t think I’ll ever officially “retire” because I’ll always be working toward something! See all 40 Under 40 honorees here

Coca-Cola’s Robin Triplett is leading its new approach to media

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