Liquid and linked: Coca-Cola’s rules for 'content excellence'

This report from the IAB's MIXX Conference covers the presentation of Jonathan Mildenhall, Coca-Cola's VP/global advertising strategy and content excellence.

Liquid and linked: Coca-Cola’s rules for 'content excellence'

Geoffrey PrecourtWarc

Muhtar Kent, Chairman and CEO of The Coca Cola Company, kept saying, "No."

Kent wanted an overreaching positioning that could work for the full range of Coke brands...