After long discussions about creative methods and the importance of creativity as the last resource last night, these lessons by Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company, ring even more true than they did the first time I watched them. The graphics are done by Cognitive Media, a small UK Animation studio.
Essentially Coca Cola is spearheading a shift in mentality from 'Creative Excellence' to 'Content Excellence.' Instead of one-way storytelling, they're moving into dynamic storytelling, which is really a survival move in a world where constant engagement is imperative. The strategy is all about storytelling, in a way that is Serial, Mutli-Faceted, Spreadable, and based on Discovery, but the most important point is that it goes both ways; it's based on Engagement with consumers.
The five main principles of their marketing strategy are:
1. Inspire the best to participate.
2. Connect creative minds.
3. Share the results.
4. Continue development.
5. Measure success.
My favorite quote is the idea that the brand must "be a catalyst for play." That's a beautiful idea, and I can't wait to see it executed. That very sentiment -- my eagerness to see the results -- means that Coca Cola has achieved something most brands haven't.