Coca-Cola has a business goal to double sales by 2020. The marketing strategy to achieve the goal is spot on; it’s a digital content marketing strategy. Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy has dubbed the plan Content 2020, a strategy that starts with brand stories, uses contagious ideas to expand storytelling into a two-way brand experience, and strives to transition Coca-Cola from a company of creative excellence to a company of content excellence. So what does that mean? The first few minutes of this video explain it with words and pictures.
Moving the needle speaks to our deeply held desire to do work that makes a difference — to our client’s world, the way they do business and their bottom line.
