How marketing science changed the game for Coca-Cola

Coca-Cola, the soft drinks brand, is getting better value from advertising in Australia by improving internal processes, focussing on marketing science, and measuring the right things.

Brands seeking value in their marketing need to define what is valuable for them or risk producing output that is cheap. Adam Ross, Content lead for Coca-Cola South Pacific, told the Future of Brands conference in Sydney: “Value is often misinterpreted as savings – cheap – which is very dangerous. What is it that is valuable to you? Measure what you treasure.”

For Coca-Cola, creativity is something that is treasured with Ross noting: “It is arguably the last unfair advantage that you can ‘create’. There is a huge value in that, which is evident right through Coca-Cola’s history and right...

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