Why Coca-Cola and L'Oreal are going small to gain market share

To prevent startups and fresh brands from taking away market share, Coca-Cola and L'Oreal have taken to acquiring some small brands and imitating others. Coke runs a Venturing and Emerging Brands group that manages and acquires brands such as Honest Tea and Zico, and L'Oreal has moved into e-commerce with its Em Cosmetics that are sold almost completely through video blogger Michelle Phan.

View Full Article in:

Advertising Age (free access for SmartBrief readers)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
Denver, CO
Director of Marketing - Denver
Denver, CO
Instructor, eMarketing
Charlottesville, VA