18. Coca-Cola's Retired Comms VP Ben Deutsch on the 1998 World Cup, Coke's Belgium Health Scare and More
Overseeing communications for one of the world's largest corporations is not a job for the faint of heart, as these tales illustrate.
Lead Balloon - Marketing, Public Relations and Strategic Communications Stories · Dusty Weis
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Show Notes
Before he went on to become Coca-Cola's global vice president of corporate communication, Ben Deutsch was plucked from his dream job in Coke's Sports PR section and dropped into a global media relations director role that he could only assume would be a snooze fest.
As it turned out, he'd wind up as the media point person while the iconic brand navigated one of the most tumultuous periods in its 135-year history.
From a near-disaster at the 1998 World Cup to a soda-fueled health scare in Belgium, from a whistleblower suit that attracted the SEC's attention to an off-hand comment that jeopardized Deutsch's standing with the company's leadership, the former Coke executive opens up about his tenure with the global marketing juggernaut and shares insights from which communications professionals in any industry can learn.
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