The Coca-Cola digital story: long and liquid

This report from the Interactive Advertising Bureau's Ecosystem 2.0 annual meeting covers the presentation of Coca-Cola's integrated marketing communications svp, Wendy Clark.

The Coca-Cola digital story: long and liquid

Geoffrey Precourt Warc

The Coca-Cola Co. has translated the potential of a newly engaged customer into a real number. By the year 2020, it plans to double the size of its business. In hard numbers, that's 1.6 billion servings a day becoming 3.2 billion. A million servings a minute becoming two million. "What took us 124 years to build," said Wendy Clark, svp/integrated marketing communications and capabilities, "we will double in nine years."

Calling the marketing challenge both "profound" and "daunting", Clark told the 2011 Ecosystem 2.0 annual meeting of the Interactive...

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