Why Coke insists on copy testing

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.

Why Coke insists on copy testing

Geoffrey PrecourtWarc

It was a message the creative teams at Coca-Cola – and its various creative agencies – hated to hear.

"Over time, it has become the standard practice at Coca-Cola North America to make great videos, with less focus on whether they were working hard for the brand."

And the word just didn't come from the top of the marketing group. It was delivered from the office of Muhtar Kent, the organization's CEO, who couldn't have been clearer in his insistence that broadcast advertising wasn't to be celebrated as an art form....

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