How Coke balances real world and digital world

Geoffrey Precourt

This event report outlines how Coca-Cola, the soft-drinks giant, is aiming to strike a balance between precise targeting and reaching consumers at scale.

At the 2017 Global Marketer Week – an event co-sponsored by the World Federation of Advertisers (WFA) and Association of Canadian Advertisers (ACA) – Ivan Pollard, SVP/strategic marketing at the Coca-Cola Co., used artistry to approach the science of advertising.

Ivan Pollard, SVP/strategic marketing

Pollard introduced the exceptionally analog French photographer Henri Cartier-Bresson (1908–2004) into the digital conversation as a master of the right-person/right-time/right-place precision that today's online marketers seek to capture.

"Cartier-Bresson's approach to taking a great picture was to wait for what he called a 'decisive moment'. And [then] he snapped. A moment too soon, he'd miss it;...

WARC subscribers can sign in to keep reading

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