Mariano Moro, Interactive Marketing Director, Latinamerica, Coca-Cola
Born in Buenos Aires, Argentina, he started his career in 1992 in Saatchi & Saatchi advertising agency, during 7 years he managed media strategies for clients such as Clorox, Sony, Toyota and Blockbuster among many others. In 2000 he led Media direction for DDB Argentina ad agency, initially centralizing the regional business of Clorox Argentina and the whole portfolio after.
In 2002 he represented DDB in the foundation of OMD Argentina, the first Media Central of Omnicom Group in Argentina as a fusion of media departments with BBDO and TBWA. In 2004 he joined The Coca-Cola Company as regional Media Director based in Costa Rica, working for Colombia, Venezuela, Ecuador, Central America and Caribbean markets. In the last 8 years, Mariano has been managing regional positions in charge of Media, Interactive, Marketing Assets and Integrated Marketing Communications. Today, he is Sr. IMC Manager for Latin Center Business Unit, based in San Jose Costa Rica.
Interview with Mariano Moro:
Portada: What is your dream career objective?
Mariano Moro: I would like to inspire people to make positive changes in the world and Coca-Cola gives me the opportunity each day.
Portada: Why are you qualified to talk about trends in Content Marketing targeting Latin Americans?
Mariano Moro: In Coca-Cola Latinamerica we focus our communication strategies in building 'brand love' by providing valuable content worth sharing. Examples of that are Coca-Cola.TV and Coca-Cola.FM that are brand assets focused 100% in content marketing. Other example is our partnership w National Geographic to produce sustainability documentaries about people who is doing positive changes in their societies inspired by Coca-Cola initiatives around Latam. I can not talk about trends on this topic, only our vision and cases.