Coke gets content
If you didn’t have time to to get along to NineMSN’s digital marketing summit today, one of the sessions you missed was from Shubu Mitra, The Coca Cola Company’s director of connections planning, effectiveness and productivity.
Instead, I recommend investing seven minutes in watching this video from the brand – as good an articulation as any of how marketers make the most of the new media landscape.
The voiceover comes from Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence. His preso was one of the hits of this year’s Cannes ad festival.
Tim Burrowes
Brilliant
One of the best ad industry spoofs. Ever.
Icing on the cake would have been rolling credits defining terms like “inspirational provocations”
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I’m with Serge. This is verbally obese – and how appropriate for Coke. And renaming something does not make it an new idea. This entire piece of guff does not contain one, single, remotely original thought. If Coke seriously wanted to make the world a better place they’d stop making kids all over the world obese. Although I guess as soon as someone anoints himself Director of Connections Planning Effectiveness and Productivity you kind of know what’s coming.
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Ugh, it’s stuff like this that makes me intensely dislike working in advertising. I need an exit strategy STAT!
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super clever and brilliantly executed though has me stumped, is this meant as a piss-take on adland?
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Long-winded and not enough fizz.
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I want 7 minutes of my life back. This, plus the Mi9 story just made me almost loose the will to live.
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I’m with Cody. This makes me want to get the hell out of this industry….but I’m too lazy. Probably why I work in advertising in the first place, who wants a real job anyway?
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This just reminds me that the marketing/advertising/media industry can disappear up its own backside far too easily. I left the Ninemsn forum after seeing this presentation. The people at Coke have far too much time on their hands!
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If these comments sum up the ad industry then Coke are making the right choice – at least consumers do care! Who can blame brands taking control if he ad industry is, as MarketingGM says, disappearing up its own backside; perhaps that’s the best place for it!
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I agree. I’m a planner and this is exactly the sort of over-complicated abstract nonsense that makes everyone think we’re pretentious wankers.
This is just more emperor’s new clothes bullshit perpetuating the same old lazy ‘content is king’ myth. Get real – most people don’t have time to engage with your content even if they wanted to.
This guy should be paid to make the complex simple and the simple compelling – right now he’s doing the opposite.
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Lordy – I got too bored to go on about 3 mins in..
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come on guys, does anyone ever post a positive comment on anything… advertising and marketing should provoke healthy debate but are you just p.o’d because you see an end to your careers? – perhaps you should all start planning where you are going to stand with a sandwich board!
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Someone just wrote Don Watson’s next book for him……..
I counted at least 18 new weasel words in this 7 mins.
If only it were parody…..
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I enjoyed it for a couple of minutes and then found the the VO and copy repitition distracting. Shouldn’t the animation illustrate the points rather than repeat them? Presentation 101. Overall what started as a fun way to simplify and explain a complicated process ended up making a relatively simple process appear too complex. So job done for the agency.
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Double the size of their business?
I weep for the oceans…
http://www.google.com.au/searc.....iQflraDMBw
They need to go back to glass bottles with deposits on them.
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I really like this … Although i think you need it slowed down by 1000% and over a full day on full immersion rather than in a speedy 7 minutes.
Also its not important if its original – what it is – is current and relevant to today’s consumer / media / marketplace ….. it’s a set of organising principles not a strategy itself.
Yes its full of big words, but the concepts around scalable content development in particular, and planning for participation, using their own customers and product as media etc are all right on.
I really enjoyed it – and just think these videos undersell it massively.
My only question to Coke and i tweeted it in yesterday – was how well is this understood and implemented across their business and by their agencies, as I can see it could be hard to police, manage and execute to.
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I’m sorry but isnt this what everyone’s been doing for the past 10 years?
Call it Liquid or call it black bubbles it’s about fishing where the fish are, as big cool ads with massive plastic balls is no longer cool anymore.
The format has been used many times like here : https://www.youtube.com/watch?v=O94kYyzqvTc
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