How Coca-Cola balances advertising with activation

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Today's marketing environment is incredibly cluttered and so overwhelmingly complicated," proclaims Ivan Pollard, the newly appointed CMO of General Mills who joined the cereal maker from The Coca-Cola Company. "It's very easy for your brain signal to...