Coke's behind-the-scenes Journey with "Mad Men"
Geoffrey PrecourtWarc
The Coca-Cola Co. not only has the resources and talent to support Journey, its own digital media channel – it also has content from all over the world to attract and retain viewers.
As Douglas Busk, the firm's global group director/digital communications and social media, told an opening-day audience at the Association of National Advertisers' (ANA) 2015 Digital & Social Media Conference in Rancho Palos Verdes, California, "The company made a decision several years ago that, in order to engage consumers, we couldn't simply reach them through paid, earned and owned...