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 https://twitter.com/#!/Mildenhall

• Category

  Film & Animation

[Joseph Margolis]

I think this presentation does a very good job talking about storytelling and it's relationship to selling products and services. My question: What if soda is inherently bad for you? What if that's the underlying narrative? Will storytelling by relevant or will it be spin?

[Miguel M]

Where did the message go? Nice visual, graphic, elucidating and mainly BLOWING moment at 6:11!

[Fabian Morales]

Congratulations, excellent strategy.

[Prin Cess]

This is actually a great view for us Business students. I really enjoyed it and saw 1st hand some concepts and theories in action

[Sean Vandenberg]

Storytelling = Branding.

Branding = Likability.

Likability = Relationship-Building.

...and Relationship-Building = Internet Marketing, Content Sharing & Business Growth!

[Trish Jones]

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.

[Dresserski]

Thumbs up if your school made you go to this site. Plymouth STATE!

[sinmoy]

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...

[ElectroSceptic]

this makes me want coke more than any coke commercial i have ever seen

[SBARTSTV]

nice

[Creepershop]

Like if you drank cola while watching this!

[karysmuh]

Haven't had soda in almost 8 months, but now I feel like I need a coke...