Innovation and the 70/20/10 rule: The Coca-Cola Company's Approach

Jonathan Mildenhall, Vice President, Global Advertising Strategy and Content Excellence, The Coca-Cola Company, and Chair of the Warc Prize for Innovation 2012, explains Coca-Cola's 70/20/10 rule and discusses for the FMCG company has moved from a big, traditional, bureaucratic, slow-moving organization (Type 1) to an open, transparent and creatively-driven organization (Type 2).

Innovation and the 70/20/10 rule: The Coca-Cola Company's Approach

Jonathan MildenhallThe Coca-Cola Company

Recently, I had the pleasure of attending a few classes at Stanford University. This was in exchange for speaking about The Coca-Cola Company's Content 2020 manifesto that sets out the creative mandates we have developed in response to our "Liquid and Linked" marketing agenda.

One of the classes I took at Stanford was Professor of Marketing Baba Shiv's class on innovation. I took pages and pages of notes but one of the headlines I keep coming back to is the observation that all organizations...

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