ATLANTA: Coca-Cola, the soft drinks giant, is planning to boost its investment in delivering original content, reflecting a broader shift in the company's approach to creativity.

The soft drinks giant has unveiled the new Content 2020 blueprint, part of the organisation's 2020 Vision strategy. Coca-Cola aims to double revenues by the end of the decade.

"We want to double the size of the business in ten years, so we need to disrupt everything about the business," Jonathan Mildenhall, Coca-Cola's VP, global advertising strategy and excellence, said, as reported by Marketing Week.

"Technology is a brilliant creativity enabler but you cannot disengage technology from the ideas themselves. It's essential to integrate technologies into our core creative teams."

The objective behind its activity in the content arena, Mildenhall added, will be to "move from creative excellence to content excellence" and lay hold of a "disproportione share of popular culture".

Perhaps the primary driver encouraging the firm's change in thinking has been the rise of digital channels such as social media, which require much greater capabilities on the part of companies.

"All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity," said Mildenhall.

"We need to evolve from one-way story telling to dynamic story telling… that creates a coordinated brand experience," added Mildenhall. "The responsibility of the client is to mange the collaboration and integration process."

In reflection of its heavy emphasis on this area, the Atlanta-based drinks group is also planning to create 120 pieces of content for the 2012 Olympics in London, spending 30% more than it did for the 2008 Games in Beijing.

While ad agencies still have a central role to play, Coke is partnering directly with well-known artists like Maroon 5 and Mark Ronson.

More broadly, the owner of Sprite and Fanta will utilise insights and suggestions provided by users of sites such as Facebook and Twitter to ensure its marketing resonates in the market.

"Our stories must add substance and value to people's lives and it has to be the world's most compelling content. Stories must remain connected, but no one model of content development can do it alone," said Mildenhall.

Data sourced from Marketing Week/New Media Age; additional content by Warc staff