How Coca-Cola found its creative groove

This event report provides an update on Coca-Cola's evolving marketing strategy, from creation to execution.

How Coca-Cola found its creative groove

Andrea Sophocleous

In 2012, The Coca-Cola Company enjoyed its most-awarded year in history at the Cannes festival, taking home a total 30 Lions. This year, the firm is also set to be named Cannes' Creative Marketer of the Year. Back in 2003, however, it was a different story. Then-CEO Neville Isdell declared the company "creatively bankrupt", prompting the beverage giant's marketing department to set up its creative excellence discipline a year later.

Coke's VP of global advertising strategy and content excellence, British-born Jonathan Mildenhall, has become the brand's most visible and passionate creativity advocate...

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