Client keynote: Connecting the dots - measuring performance in today's world

Shuba Mitra

The Coca-Cola Company has dramatically changed its approach to marketing communication in response to, and in anticipation of, seismic changes to the world of marketing, advertising and communications.
This new platform called 'Liquid & Linked' envisions fluid ideas that generate cohesive brand stories nurtured to life in an ecosystem of owned, earned, shared and paid connections to create value-building experiences, generate shared conversations and drive business transactions. Shubu Mitra shared how The Coca-Cola Company is approaching some of these challenges, including new approaches to evaluating powerful brand ideas, innovative ways to mapping, measuring and valuing a new communication value chain and how the world needs new thinking....

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