Brands & Innovation—Spreading Stories to Create Value with Wendy Clark, The Coca Cola Company

Too often, brands lean away from innovation and risk-taking. But now more than ever, brands, companies and customers must come together in a mutually accountable ecosystem of spreading good, relevant, useful, impactful and desirable content— brand stories that are share worthy. New technologies and forms of consumer engagement let us spread new brand stories to unprecedented numbers of consumers in real-time. Done well, these stories spread to create brand love and brand value for our brands and companies. And, at their best, they create new value for the world. But there are also challenges: How can we distinguish good content from merely more content? How do we tell the difference between tomorrow's high-risk, high-reward technology and this week's shiny object? In this morning's keynote address, Wendy Clark, Head of Integrated Marketing Communications for The Coca-Cola Company, will discuss how Coca-Cola is leaning into evolved consumer engagement with their "Liquid and Linked" communications strategy. She'll be joined onstage by Renny Gleeson—Co-Founder of the Portland Incubator Experiment (PIE) and Head of Interactive Strategy for Wieden + Kennedy. Together, they'll discuss how Coca-Cola, PIE and W+K collaborate to fuel innovation in consumer engagement and beyond.

Category:

Travel & Events

Tags:

• Innovation
• Brand
• ad:tech