SBJ/March 10-16, 2014/Forty Under 40

Forty Under 40: Emmanuel Seuge


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Emmanuel
Seuge

Company: Coca-Cola
Title: VP, global alliances and ventures
Age: 39
Where born: Paris
Education: École Supérieure de Commerce de Paris (marketing and economics)
Career background: With Coca-Cola, from internship till present
Family: Wife, Anne Clotilde; children Gaspard (9), Josephine (7) and Balthazar (2)

Favorite apps: Twitter, Uber, Delta, Misfit Shine.
Favorite way to unwind: Running.
Guilty pleasure: I like to have fun. I don’t know that it’s guilty, but when things become too serious, I need to nurture fun.
Worst habit: Sleep deprivation.
Cause supported: Peace One Day.
Person in the industry I'd most like to meet: Muhammad Ali.
I have a fear of … : Disappointing the people I respect.
Most adventurous thing I’ve ever done is … : Taking the FIFA World Cup trophy to Lagos, Nigeria.
2014 will be a good year if … : We grow brand Coke and the FIFA World Cup drives our volume.

When Coca-Cola chief marketer Joe Tripodi and marketing executive Wendy Clark decided to reshape the mission of the company’s sports and entertainment division last year, they turned to Emmanuel Seuge to lead the effort.

The Paris-born marketer had been with Coke since joining the company as an intern to work on its marketing around the 1998 FIFA World Cup. During his more than 15 years with the company, he has worked on sports, music and several investments in startup businesses, giving him the right mix of experience for blending those three areas together: to bring innovation to sports and music marketing, and scale to startup investments.

In his role, Seuge oversees three key groups: sports marketing, which includes Coca-Cola’s Olympic and World Cup sponsorships; entertainment marketing, which includes music, gaming and film; and startup investments, which include stakes in the music licensing company Music Dealers. 

Said Seuge, “You have companies that are just 12-person startups working together with large organizations that are slower but provide mass scale. The growth is immense. There’s a lot to do.”

SBJ Podcast:
Executive Editor Abraham Madkour and project editor Mark Mensheha talk about the Forty Under 40 selection process and the class of 2014.

One of the first examples of blending those marketing divisions was on display during the recent Sochi Olympics. At Apple retail stores worldwide, consumers could buy a MyCokeRewards edition of an activity tracking device called Shine, by Misfit. (Coke has a stake in Misfit.) The emphasis on active living was amplified on the ground in Sochi by a large, red showcase pavilion in the Olympic Park that featured a display on healthy and active living.

Similar efforts to work across the marketing groups will be on display this summer during the World Cup. The marketing plan calls for gaming and music elements to be integrated into a promotion of soccer in 190 markets worldwide. Seuge said it’s the company’s largest marketing effort ever for the World Cup, and it has major business implications.

“We have high expectations,” Seuge said. “It’s very, very ambitious.”

— Tripp Mickle

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