Sergio Zyman

Sergio Zyman's Key Accomplishments Include . . .
Sergio Zyman is a former chief marketing officer of Coca-Cola who bills himself as a "high-profile marketing guru." He runs an Atlanta-based consulting group with clients in banking, aluminum, skiing and golf. In 2001, Time magazine named Sergio Zyman one of the three “Best Pitchmen of the 20th Century”.

A master of unconventional wisdom, Sergio Zyman literally wrote the books that define today’s marketing strategies: The End of Marketing As We Know It, The End of Advertising As We Know It, Building Brandwidth and Renovate Before You Innovate, are some of the many titles that challenge conventional business wisdom, help companies make smarter decisions and give managers the tools to revitalize their marketing strategies and sustain their growth rates.

Sergio Zyman began his career in an advertising agency and worked his way up to become the Chief Marketing officer of Coca-Cola, returning the corporation to market-giant status. Over the course of 30+ years of hands-on marketing experience, Sergio Zyman has conceived a revolutionary set of principles that are proven to translate marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized marketing as an art form, with vague commercials and awareness messages. Instead, Sergio Zyman passionately advocates a vision of scientific, process-based marketing as the driver of sales and profits and the centerpiece of business. The only definition of marketing success, he upholds, is "selling more stuff to more people more often for more money more efficiently." Expanding the definition of advertising to include everything from packaging to employee behavior, he argues that advertising must show a clear measurable return. A candid, charismatic contrarian, Sergio Zyman offers audiences practical proof—and matching strategies—that marketing goals must drive corporate action.

From major food and beverage companies to industrial manufacturers to popular retailers to global telecommunications powers, a diverse group of clients have sought out and received Sergio Zyman's marketing expertise. Sergio Zyman has helped businesses ranging from the largest of the Global 1000 to high-tech growth companies improve their marketing results. He provides clients with the guidance they need to move their marketing efforts from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.

More About Sergio Zyman . . .
Sergio Zyman's record as a master marketer also includes tenures with Coca-Cola, PepsiCo and Procter & Gamble. He is best known for his bold actions as the outspoken CMO of Coca-Cola, when he re-conceptualized the company's marketing strategy and boosted worldwide annual sales volume from 9 to 15 billion cases-the most explosive growth period in the company's history.
Sergio Zyman's insights and examples of marketing principles in action de-mystify marketing and explain it as a science, rather than art. Recently, Sergio Zyman turned his expert eye to the e-marketing revolution, and explains the futility of Internet marketing that fails to close online sales.

As a highly-experienced marketing professional and an extremely charismatic communicator, Sergio Zyman is sought after as a speaker by companies and organizations throughout the world. He energizes audiences with his creative genius and dynamic, unpredictable style. In addition, his acute insights have been featured in every major business publication, including The New York Times, The Wall Street Journal, Business Week, and Fortune.

• Accelerate Profitable Growth By Renovating Before You Innovate
  

  Many companies rely too heavily on innovation to solve their problems. When a brand gets old or tired, the impulse is to scrap it and start over with something fresh. But more often than not, innovation simply doesn't work. Sergio knows this firsthand - he was the chief marketing officer at The Coca-Cola Company during the disastrous launch of New Coke. So what's the alternative? Sergio preaches the power of renovation - recapturing the essence of your existing brands, products, and core competencies and doing more of the things that made you great in the first place. Too many managers are so obsessed with innovation that they launch products that no one will buy. Premoistened toilet paper or smokeless cigarettes, anyone? Sergio delivers the solutions managers need to revitalize their strategies to improve growth, and he challenges conventional business wisdom to help companies make smarter, profitable decisions.

• How Companies Can Meaningfully Market to Hispanics
  

  Everyone knows that Hispanics make up a large, growing, and increasingly wealthy demographic, but very few companies are getting it right when trying to market to them. It's not about sombreros, mariachi bands and Chihuahuas - or what is commonly known as Hispanic marketing. It's about Marketing to Hispanics - a deeper and more meaningful way to reach this market which entails understanding Hispanics' needs, motivations and purchase drivers, and then creating strategies and solutions that meet these needs. The companies that get it will benefit significantly. The ones that don't will miss a tremendous opportunity. Sergio, a Mexico City native, will show audiences how to better understand this important market and provide best practices for successfully creating breakthrough strategies. He will provide strategic and executional guidance to successfully penetrate the Hispanic market to build true brand loyalty for long-term profitable growth.

• Embrace the New Future of Marketing to Drive Increased Profits
  

  Marketing is serious business. It's about increasing sales and profits, through rigorous deployment of strategies to grow your business. So it's time to replace the "art" of marketing (you know - using instinct and gut feel to communicate to your customers) with a scientific, data-based approach to driving sales. Sergio will help audiences understand how, by transforming marketing efforts from the product of guesswork to outcome of a disciplined process, their businesses can "sell more stuff, to more people, more often, for more money, more efficiently." Sergio offers his unique observations about who gets it, who doesn't and what it all means for your business.

• Sell More By Understanding Your Customers' Consumers
  

  Learn how to increase your value proposition to your customers by helping them sell more product to their customers. Sergio shows how an understanding of what your customers and the end users need and how to position your product to specifically meet both of these needs. By understanding this, you will differentiate yourself from other suppliers therefore becoming the preferred supplier (and maybe charge that elusive price premium). Everyone wins when you demonstrate to your customer how to use your product to sell more to their end customer.