Coca-Cola Content 2020 Part One

The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca-Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company’s portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that “every contact point with a customer should tell an emotional story”. Follow Jonathan Mildenhall on Twitter twitter.com
Video Rating: 4 / 5

18 Replies to “Coca-Cola Content 2020 Part One”

  1. A lot of info to take in and I’d have to watch the video two or three times, but I thought it was great! It really highlighted the heart of content marketing … storytelling, which endorses culture, which endorses brands.

  2. A lucid and very interesting concept…Have 2 intriguing observations-how much of this liquid content is practical in a developing economy like India where Coke Studio doesn’t mean much outside urban India(comprising less than 40% of population). Secondly with growing health considerations Coke need to re-look at its focus area wrt products. Pepsi have already done that…

  3. Great perspective on building a conversation ecosystem, as the relationship between businesses and consumers becomes just as important in a virtual reality as it is when it’s the “real thing” Be sure to watch part two. ” I’d like to teach the world to SHARE, in perfect harmony….” Beautiful.

  4. I like how it advocates co-creation with consumers that leads to dynamic storytelling that in turn provokes a response. Mostly, I like it because it elevates marcom into the business plan.

  5. I think it was interesting that to explain the cutting edge of advertising with technology they chose to present it as though it was real time hand drawn line art.

  6. I like coca cola if they hire me and love the commercials. Bottom line with coke is that a lot of people like it already and they will continue long as coke helps the world. I am going to make that happen…crush pepsi..haha

  7. @5:09 “Our powerful position in the world affords us the opportunity & responsibility to create significant positive change in the world.” Being in this strong position, to which positive changes in the world will The Coca-Cola Company lead us? What’s your vision beyond creating shareholder value? @Coca-Cola Company, please interact with us and let us know.

  8. Video is cool, of course, but this would work better as a communication piece as a graphic “booklet” (electronic of course) so that you could refer back to key concepts (like BVA?) instead of trying to hold them all in memory.

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