CMO Q&A: How Ex-Coke Marketer Is Adjusting to Life at Beam
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Rebecca Messina swapped bourbon for Coke nearly a year ago when she left a 22-year career at Coca-Cola Co. to assume the top global marketing job at Beam Suntory, whose brands include Jim Beam, Maker’s Mark, Pinnacle vodka and Sauza tequila.
Ad Age recently sat down with her at Beam’s new downtown Chicago headquarters to find out how she is changing marketing at the liquor company and how her friend and former Coke colleague Wendy Clark took the news when Ms. Messina picked Leo Burnett over Ms. Clark’s agency, DDB, to lead creative advertising on Jim Beam.
Ms. Messina, who is the company’s senior VP-global chief marketing officer, also discussed Beam Suntory’s new multi-year sponsorship of the Chicago Cubs. The pact has allowed for promotions like a limited-edition release of Jim Beam “Game 7 Batch” featuring bourbon that matured the night of the Cubs’ championship Game 7 last fall. Bottles go on sale in Chicago on June 1.
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