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