Coca-Cola's four guiding principles on mobile
Low Lai Chow
Coca-Cola needs no convincing about the merits of mobile. But the soft drinks giant believes the most common ad formats – such as display or in-app messages – are far from the priority. "That's the least powerful way of engaging on mobile," Leonardo O'Grady, its integrated marketing and communications director, ASEAN, said at the MMA Forum, organised by the Mobile Marketing Association and held in Singapore.
Rather than determining its progress by looking at ad expenditure, the firm is thus emphasising the quality of engagement with consumers. "It's about making key...