Full Name
Marta Carreras
Job Title
Creative Strategy Director, Europe
Company
The Coca-Cola Company
Speaker Bio
Marta has more than 20 years of experience in creative strategy and integrated marketing communication, first at the agency side and then at The Coca-Cola Company.
Marta has a strong belief on the power of brands & creativity to push transformation for good.
As Creative Strategy Director of Coca-ColaTM, Western Europe & then for Europe, Marta has been able to bring to life her beliefs into Global campaigns like “Open like never before” to inspire people to be more Open to change during the Covid crisis; the Global Christmas campaign “The letter”, connecting with a unique consumer sentiment the crisis or the global Campaign Fanta “Idiots”, offering a bold point of view about the essential role of creativity and foolishness in our society.
In addition to creating meaningful human stories and experiences, Marta is currently leading the first campaign partnering with the not for-profit organization “The Ocean Clean Up”, a holistic effort from the Marketing and Public Affairs Communications teams to help clean our oceans, leveraging TCCC’s scale & infrastructure to support this project.
Marta has also a strong belief that bold creativity starts with powerful insights & data. This focus on leveraging data in a meaningful way has been also applied to the last Global projects led by Europe this year, such as Coke Zero Words and Coke Zero Sugar, Zero caffeine, that for the first time, have a truly digital strategy with direct-to-consumer approach, connecting the right message with the right tribe fostering effectiveness like never before.
She also champions the power of excellence in craft to drive connection and emotion and created the first internal production department driving a new way of connecting with creative partners, reinforcing the role of experts within Coca-Cola organization. This function has been implemented across all business units around the world due to the success in terms of quality improvement.
Marta has also been recognized for pushing for diversity across Coke projects, being nominated to be part of the Culture, Heritage & Inclusion forum for The Coca-Cola Company, looking to provide a broader scale of the Diversity agenda, impacting all associates across all areas of the Company.
Marta is married, has 3 children and lives in Madrid.
Marta has a strong belief on the power of brands & creativity to push transformation for good.
As Creative Strategy Director of Coca-ColaTM, Western Europe & then for Europe, Marta has been able to bring to life her beliefs into Global campaigns like “Open like never before” to inspire people to be more Open to change during the Covid crisis; the Global Christmas campaign “The letter”, connecting with a unique consumer sentiment the crisis or the global Campaign Fanta “Idiots”, offering a bold point of view about the essential role of creativity and foolishness in our society.
In addition to creating meaningful human stories and experiences, Marta is currently leading the first campaign partnering with the not for-profit organization “The Ocean Clean Up”, a holistic effort from the Marketing and Public Affairs Communications teams to help clean our oceans, leveraging TCCC’s scale & infrastructure to support this project.
Marta has also a strong belief that bold creativity starts with powerful insights & data. This focus on leveraging data in a meaningful way has been also applied to the last Global projects led by Europe this year, such as Coke Zero Words and Coke Zero Sugar, Zero caffeine, that for the first time, have a truly digital strategy with direct-to-consumer approach, connecting the right message with the right tribe fostering effectiveness like never before.
She also champions the power of excellence in craft to drive connection and emotion and created the first internal production department driving a new way of connecting with creative partners, reinforcing the role of experts within Coca-Cola organization. This function has been implemented across all business units around the world due to the success in terms of quality improvement.
Marta has also been recognized for pushing for diversity across Coke projects, being nominated to be part of the Culture, Heritage & Inclusion forum for The Coca-Cola Company, looking to provide a broader scale of the Diversity agenda, impacting all associates across all areas of the Company.
Marta is married, has 3 children and lives in Madrid.
Speaking At
