Joe Belliotti, Emmanuel Seuge
Director of Entertainment Marketing; Head of Worldwide Sports and Entertainment Marketing, Coca-Cola
Twitter: @JoeBelliotti; @ManuSeuge
Making Music Go Better
How has Coca-Cola sustained its presence as the most powerful brand in music? By creating direct relationships with the industry, under the leadership of Joe Belliotti, 39, and Emmanuel Seuge, 37. A former Coca-Cola consultant at Brand Asset Group, Belliotti came in-house in early 2010 to help foster relationships with artists like K'Naan, Butch Walker and Maroon 5. Meanwhile, Seuge helps pair Coke's music investments with sports properties, including this year's Olympics, where Mark Ronson and Katy B's "Anywhere in the World" will be heavily featured in ads and promos and at the stadium itself via a custom installation.
Already on deck for 2013 is an international platform with new partner Spotify that will see Coke play a direct role in expanding the music platform's reach in territories like Germany and Australia. Although the Olympics and a 2012 Christmas campaign will keep Coke's music initiatives front and center this year, Belliotti is already spending most of his time thinking about what will sound good in 2014, for the next FIFA World Cup. "I'm immersing myself in the Brazilian world," he says. "We're looking for something really authentic that has a huge emotional pull."