[youtube=http://www.youtube.com/watch?v=LerdMmWjU_E] [youtube=http://www.youtube.com/watch?v=fiwIq-8GWA8&feature=related]

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.

Graduated with a B.A. in Communication Design from Emerson College. Studied Product Design in Startup Insitute Boston's inaugural class. Marketing Manager at The Tap Lab, a mobile gaming startup focused on location & augmented reality. Founder of Colab Boston, an AIGA Design for Good partner. Raised overseas, uncomfortable with familiarity, lover of live music, skiing, Bourbon Ales, black coffee and weird food. Current favorite topics: The Internet of Things, serious games, data visualization and epic burgers.