Three years ago, WPP Open X joined forces with The Coca-Cola Company as their global marketing network partner.
Over this time, we’ve built something remarkable—an unprecedented agency model that supports 200 brands in over 190 countries.
Together, we’re transforming the marketing of a global icon. VML is proud to work alongside The Coca-Cola Company and WPP Open X to lead the future of marketing.
#WPPOpenX#TCCC#VML
Staying consistent while acting differently in each location is a core principle of successful international marketing, exemplified by Coca-Cola’s strategy.
Coca-Cola maintains its core brand identity—one that symbolizes happiness, refreshment, and togetherness—while adapting its messaging, products, and marketing tactics to fit the cultural, regulatory, and economic contexts of each country.
Understanding and respecting the nuances of each market while maintaining a consistent global brand identity, Coca-Cola exemplifies how to effectively navigate the complexities of international marketing.
Franck VinchonNEXT MBA#internationalmarketing#globalmarketing
📣 Yesterday we were at Advertising Week Europe where our CSO Clare Hutchinson chaired a panel at on enhancing brand memorability, joined by several of our clients:
🌟Talar El Asswad, Müller UK & Ireland, Treats & Desserts Lead
🌟Elise Burditt, Senior Marketing Director at Cadbury, Mondelēz International
🌟Wendy Duggan, Director of Marketing, Primark
🌟Steve Parkinson, Brand and Marketing Director, Allwyn UK
The session delved into the debate: Is it more important for brands to be noticed or remembered?
The key takeaways from the session include:
The Importance of Brand Memorability: Understanding why brand memorability is crucial in today's changing media and cultural landscape.
Insights from Memorable Ads: Panellists discussed memorable ads from the past, examining what made them stand out and what lessons can be applied to current advertising strategies.
Attention vs. Equity: Exploring what people might consider more valuable in advertising—capturing attention or driving brand equity.
#AWEUROPE2024
Founder and Executive Creative Director at Wolves | Dir. of Comms and Mkt - Board Member @TEDxRoma | Creative and Strategic Consultant | Award-winning ECD exWPP | Creative Prompt Specialist | Mentor | Keynote Speaker
Embracing Creativity: @Coca-Cola's Inclusive Brand Strategy
🥤 Coca-Cola's recent campaign, "Every Coca-Cola is Welcome," beautifully highlights the brand's ongoing celebration of diversity and creativity. In a bold move away from traditional copyright protection, Coca-Cola, with the help of Open X (part of WPP), showcases the reinterpretation of its iconic logo through street art across Brazil, Mexico, Indonesia, Australia, and the US.
🌍 This campaign not only reflects the physical art but also integrates these expressions into Coca-Cola's branding touchpoints, enhancing their cultural and emotional engagement. Supported by a series of content on YouTube and Instagram, the initiative features interviews with store owners, bringing personal stories to the forefront of their branding strategy.
👥 Islam ElDessouky, Coca-Cola's Global VP of Creative Strategy, shares that the core of this initiative is authenticity, connection, and uplifting communities. This approach is not just about appreciating shopkeepers but also about inspiring customers to see Coca-Cola as more than a product but as a culturally meaningful brand.
🚀 The collaboration with agencies like VML, EssenceMediacom, and Ogilvy PR underlines the power of creative partnerships in crafting compelling marketing narratives. Coca-Cola's method of working with WPP as an "open source" hub exemplifies how brands can leverage global creativity to stay relevant and resonate with diverse audiences.
🔍 This campaign is a brilliant example of how embracing community artwork can transform a brand’s image from a corporate symbol to a personal and inclusive expression. Coca-Cola's strategy of integrating cultural relevance with business practices not only enhances brand loyalty but also sets a new benchmark for how brands can interact with and celebrate their consumers' creativity. The Coca-Cola Company#MarketingStrategy#BrandEngagement#CocaCola#CreativeCampaign#DiversityInBranding
With an aim of doubling their company’s growth - Coca Cola took up a 70-20-10 approach to marketing. This allowed them to continue to benefit from the blueprint that has worked for them in the past - while also allowing them to continue to innovate, experiment with the latest trends, tools, and techniques, and stay ahead of the curve.
This is a similar approach taken by technology companies around innovation. This could be a good framework other companies can implement themselves with their own unique twists to the concept.
#marketingagency#marketing#digitalmarketing#brands#cocacola
Another insightful session on Integrated Marketing Communications!
1. We explored about experiential marketing, events, & sponsorships:
Experiential Marketing: Creating emotional connections through experiences.
One real campaign example that showcases experiential marketing is the "Share a Coke" campaign by Coca-Cola. In this campaign, Coca-Cola replaced its traditional logo on bottles and cans with popular names and phrases, encouraging consumers to find and share a Coke with friends and family whose names appeared on the packaging.
This campaign not only personalized the Coca-Cola experience for consumers but also created a sense of connection and community.
2. Event Marketing & Sponsorships: From sports to cause marketing, discussed strategic choices to engage target audiences. Now, picture sponsoring a major sports event or partnering with a cause close to your heart. It's not just about slapping your logo everywhere; it's about weaving your brand seamlessly into the fabric of the event or cause. Just like how Nike effortlessly integrates into the world of sports with its sponsorships.
3. Strategic Considerations: Factors like exclusivity & target alignment are crucial for long-term ROI. It's like picking a dance partner at prom - choose wisely! Opt for events that align with your brand.
Check out this amazing YouTube video showcasing Coca-Cola's iconic 'Share a Coke' campaign, where personalized bottles bring people together in a unique and heartwarming way! 🥤💫
https://lnkd.in/gsPpMWy7#ShareACoke#ExperientialMarketing#MKTG5519
Excited to apply these insights! 🚀
The Coca-Cola Company 's "It's Magic When the World Comes Together" is a masterstroke in Olympic advertising. This campaign not only captures the spirit of unity but also reinforces Coca-Cola's global brand identity. 🥇
For agencies, there's a lot to unpack here: the power of emotional storytelling, the importance of cultural relevance, and the art of aligning brand values with a global event.
Watch the ad here ⬇️
#CocaCola#Paris2024#Olympics#Marketing#BrandBuilding#Advertising
“We revolutionise where it makes sense, and when it helps us to make a difference to our consumers and communities.”
Matthias Blume, VP of Marketing, Coca-Cola ASEAN and South Pacific gives us an exclusive look into the consumer-centric innovation that continues to keep Coca-Cola relevant.
#CocaCola#Innovation#Growth
Did you know that each year, alongside special awards like Holding Company or Network of the Year, Cannes Lions also publishes the prestigious Cannes Lions Ranking Report? The 2024 edition is now available.
Explore the highlights below:
- Top-Ranked brands by sector
- Leading agencies by city, country and region
- Most decorated agencies & indies by track category including Classic, Craft, Engagement, Experience, Strategy and Good
Real magic, real results. Congratulations to Coca-Cola – Creative Brand of the Year 2024.
Explore this year’s rankings to see who’s made history, exclusively in the 2024 LIONS Creativity Report | https://lnkd.in/exuZZNH2
Why does Coca-Cola continue to market themselves despite being a well-known brand?
- To stay ahead of the game! Coca-Cola's marketing efforts help them stay competitive and top-of-mind, even with their iconic status.
- To connect with new generations! As consumer preferences and behaviors change, Coca-Cola markets themselves to build relationships with younger audiences.
- To showcase innovation! By highlighting new products and campaigns, Coca-Cola demonstrates their commitment to innovation and staying relevant.
- To share their story! Through marketing, Coca-Cola shares their rich history, values, and mission, fostering an emotional connection with consumers.
- To dominate the market! By consistently marketing themselves, Coca-Cola reinforces their position as a leading global brand, making it harder for competitors to gain ground.
Senior creative content strategist. Reframing problems into exciting creative opportunities.
1moLove this!