How Coca-Cola balances advertising with activation

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Today's marketing environment is incredibly cluttered and so overwhelmingly complicated," proclaims Ivan Pollard, the newly appointed CMO of General Mills who joined the cereal maker from The Coca-Cola Company. "It's very easy for your brain signal to get lost in amongst all of the noise. It's become very difficult to work through all the things that you could do and identify just the things that you should do."

But despite all of the clutter that has come with the popularization of digital marketing, Pollard contended that advertising and brand activation can work together on the mind in the same way...

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