Coca-Cola's four guiding principles on mobile

This event report discusses the four main principles guiding Coca-Cola's strategy on mobile, based on a presentation by Leonardo O'Grady, the company's integrated marketing and communications director, ASEAN.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands