Roberto Goizueta, every mention
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every year anyone David Rosenthal 18Ben Gilbert 8Michael Ovitz 3
Verbatim, from the transcripts: the passages where Roberto Goizueta comes up
Coca-Cola: The Complete History & Strategy (Audio) · Acquired
- ▶ 2:33:42 David Rosenthal All of this finally resolves in May of 1980 when the board appoints a young chemical engineer named Roberto Gosueta
- ▶ 2:33:56 David Rosenthal So Gosweta was a Cuban immigrant who had worked his way up to become head of technical research at age 35, and he was one of the mythical two people who knew the secret formula.
- ▶ 2:35:05 David Rosenthal And so what Roberto does when he becomes CEO is he says, Don, you are my partner in crime.
- ▶ 2:35:23 Ben Gilbert And ultimately, Gosweta got it because he was Woodruff's protege.
- ▶ 2:35:27 Ben Gilbert I would say Gosweta, at least as it comes across in the book Secret Formula, did a very good job of sort of managing up and making sure that Woodruff felt taken care of and informed.
- ▶ 2:38:53 David Rosenthal Later on at Sun Valley, Bill Gates lets it slip on a panel with Warren and Roberto and Don Keogh that Warren has always told Bill that Coca-Cola could be run by a ham sandwich.
- ▶ 2:39:10 Ben Gilbert While Roberto is sitting right there.
- ▶ 2:39:12 David Rosenthal Yeah, Roberto gets very offended and apparently never talks to Bill Gates again.
- ▶ 2:39:16 David Rosenthal Now, given what's about to happen here, it's actually highly debatable whether Roberto was a ham sandwich or not.
- ▶ 2:39:38 David Rosenthal Well, Roberto is about to become responsible for both the company's greatest success
- ▶ 2:44:11 David Rosenthal So diet Coke is go sweat is like huge, huge grand slam win.
- ▶ 2:44:40 David Rosenthal And then, Gosweta decides to play defense.
- ▶ 2:49:06 David Rosenthal And, uh, Roberto, this one is on you.
- ▶ 2:49:10 David Rosenthal So, New Year's Day, 1985, Roberto goes to see Robert Woodruff at his home.
- ▶ 2:49:19 David Rosenthal Robert can barely hear, barely speak, and according to Roberto, who is the only other person present in the room with him, it was just the two of them in the room,
- ▶ 2:52:08 David Rosenthal And Roberto responds, no, and I don't assume that this is a success.
- ▶ 2:52:14 Ben Gilbert The two crazy quotes to double down on that, Gosweta says, some choose to call this the boldest single marketing move in the history of the packaged goods business.
- ▶ 2:53:08 Ben Gilbert And Gosweta's response to this in later years is you can't ask a question like that because people don't know, like you can't get real data on emotional questions like that.
- ▶ 3:02:55 David Rosenthal Well, speaking of the good initial few years of the run there, there's one more fruit, shall we say, to be harvested of the Columbia Pictures acquisition that Gozetta and Keough did in the early eighties.
- ▶ 3:03:53 David Rosenthal So he comes back to Cosetta and Keough and says, Hey, I want to pitch you guys on taking over as your ad agency from McCann Erickson.
- ▶ 3:07:33 David Rosenthal The then CEO of Coca-Cola, Gozetta had tragically died of lung cancer in 1997.
- ▶ 3:08:34 Ben Gilbert There have been five CEOs since Gosweta, 1998 onward, and the first three only lasted three to four years each.
- ▶ 3:08:43 Ben Gilbert Very different than the Woodruff dynasty in the long run that Gosweta had also.
- ▶ 3:26:42 Ben Gilbert In the post-Gosueta years, it averages out to about three to four percent growth, so I think fair to say anemic when you're describing their growth in recent years.
- ▶ 3:41:02 David Rosenthal Candler, Woodruff, Gosweta, all of them
CAA (with Michael Ovitz) · Acquired
- ▶ 39:54 David Rosenthal This is, of course, Roberto Goizeta and Don Keogh that you were talking with, right?
- ▶ 39:58 Michael Ovitz So I said to Don Keogh and Roberto Goizeta,
- ▶ 45:56 Michael Ovitz And I said, we will do a shootout if Don and Roberto attend, the CFO Doug Ivester attends, because he is the keeper of the money.
- ▶ 50:40 Michael Ovitz I said to Roberto, I want you to premiere them like a movie.