Marc Mathieu

Marketing and Branding Authority; Former Global Brand Head, Coca-Cola

BIG IDEAS

• MKG3D: Marketing for a Three-Dimensional World—People, Planet and Profit
  Marketers today are at a crossroads. Traditional marketing has become obsolete, and the marketing function is struggling to redefine itself. But despite this turmoil, Marc Mathieu is optimistic. To be successful in this new time, Marc argues that marketers must look at the world through 3-D glasses—valuing not just profits, but also people and the planet, and recognizing their interdependencies.
  
  Marc’s call for Marketing in 3 Dimensions (MKG3D) brings triple bottom line thinking to marketing and branding and has the power to change business and innovation. This new model recognizes that consumers are people too and that they make decisions based on more than economic self-interest. An approach that is, at once, both top-down and bottom-up, inside-out and outside-in, MKG3D positively impacts and engages all stakeholders through a holistic approach and offers not only a better solution, but also a bold solution you're not likely to forget, because it positions sustainability and social responsibility as inextricable pieces of the puzzle, rather than purely additive components.
  
  Marc emphasizes that marketers are the ones with the unique skill set a company needs to conceptualize this new future and bring it to life in a crisp, compelling way, injecting vitality and results back into a function that has been shrinking. Marc urges marketers and business leaders alike to remember that brands have always had the power to change the world. Now they must power the changes the world needs.

SNAPSHOT BIO

Marc Mathieu, the former head of Global Brand Marketing at Coca-Cola, is leading the development of a new enterprise at the intersection of human and business interests.

After working for many years with large, international corporations and global brands, such as Coca-Cola, Marc realized–and experienced firsthand–the power of brands to change people's behaviors. Seeing the growing urgency for scale within the socio-environmental movement, Marc decided to apply his vision, expertise, and relationships to the creation of BeDo. A branded social elevation platform directed at accelerating behavioral change around social and environmental challenges, BeDo has a mission to inspire and free the good within all of us, individually and collectively.

BeDo started from a belief that there is good in all human beings, but our society, culture, and world make it difficult for us to tap into our innate nature. Pushed by a growing pressure for change, which was dictated by our environmental, economic, and societal challenges, a group of (reasonably unreasonable) people gathered.

They came from five continents, a dozen countries, and as many cities, representing different cultures, tribes, and horizons. This extraordinary group envisioned an enterprise that would help small businesses, companies, institutions, employees, moms, and students bridge the gap between the people we aspire to be and the people who we really are.

Together, they created BeDo.

Prior to founding BeDo, Marc was with the Coca-Cola Company from 1996 to 2008. Most recently in Coca-Cola's World Headquarters as Senior Vice President of Global Brand Marketing, Marc's work continuously broke new ground. Whether crafting the Manifesto for the Revival of an Icon, which drove the business turnaround of Coca-Cola's 120 year-old brand; conceptualizing and championing Live Positively, Coke's sustainability platform; or creating the Coca-Cola DNA, a redefinition of Coca-Cola's way of marketing as a fusion of art and science, Marc's contributions helped to redefine the company and shape it's culture.

Acknowledging the intersection between human and business needs, Marc showed businesses across Coca-Cola how to incorporate social and cultural importance into brands and everyday business practices, while including diverse, cross-functional, and talented teams in the journey.

Before coming to Atlanta to lead the revival effort around Coca-Cola's Trademark and eventually Coca-Cola's Global Brand Portfolio, Marc held multiple general management positions within the company's operations. He started in the Philippines, then moved to Southeast and West Asia, and finally, led Coca-Cola's operations in France and the Benelux.

Prior to joining Coca-Cola, Marc spent 13 years with the Danone Group, the international food and beverage leader, where he worked in marketing, sales, and general management throughout Europe, Asia, and North America.

A native of France, Marc has traveled the world, interacted with multiple cultures, and speaks five languages. Marc holds a degree from École Supérieure de Commerce de Paris.