closing keynote: “content 2020: how the coca-cola company is evolving its creative agenda”
TRANSCRIPT
@bardacke
Brynn Bardacke
Global Group Creative Director
Closing Keynote
“Content 2020: How the Coca-Cola Company is
Evolving its Creative Agenda”
The Coca-Cola Company
CREATIVITY + CONTENT @ THE COCA-COLA COMPANY
CHAPTER 1: ‘LIQUID AND LINKED’ MARKETING
STORIES = CONVERSATION &
DISPROPORTIONATE SHARE OF POPULAR CULTURE
Hilltop
CONSUMER LANDSCAPE
1980’s 1990’s 2000’s 2010’s
Rebrief
One-Way Storytelling to
Dynamic Storytelling
Share A Coke
What unites us is stronger than what divides us.
Small World Machines
Football inspires progress
Powerade Nico
Creation of stories that have to be expressed through every
relevant connection.
Where will happiness strike next?
70 / Now 20 / New 10 / Next
Sprite Shower
More Content, Same $
America is Beautiful
Content 2020 on
Chapter 10
