For more than a hundred years, The Coca-Cola Company has shaped culture and stayed relevant by evolving how it connects with people. Join Manolo Arroyo, Global Chief Marketing and Customer Commercial Officer, for a conversation about how the company is evolving its marketing for a digital-first, data-led era without losing the soul that makes their brands endure, and why relevance rather than recognition is the real test of a modern brand. Manolo will take the audience inside the largest marketing program in company history, the FIFA World Cup, activated across 185 markets and more than 20 million retail outlets, and point to what comes next for global marketing leadership across new platforms, new partnership models, and consumer experiences across sports, music and culture.