Liquid and linked: Coca-Cola’s rules for 'content excellence'
Geoffrey PrecourtWarc
Muhtar Kent, Chairman and CEO of The Coca Cola Company, kept saying, "No."
Kent wanted an overreaching positioning that could work for the full range of Coke brands in its 200-plus markets. And, no matter how hard agency Wieden+Kennedy and Jonathan Mildenhall, VP/global advertising strategy and content excellence, tried, Kent was not happy. And, he kept telling them, "No, no, no."
Inspiration came from a non-traditional marketing source: Albert Szent-Györgyi Von Nagyrapolt, a 1938 Nobel laureate who once described discovery as "seeing what everybody has seen and...