Simon Miles, Digital director for Coca-Cola, on using technology to interact with consumers
Coca-Cola has credited its increased spend in marketing and innovation as its first quarter results show global growth in its sparkling and still beverage categories, largely driven by its Coca-Cola and Innocent brands.
Coca-Cola has replaced Coca-cola.co.uk with a new multimedia platform, Coca-Cola Journey, which brings to life the company’s newly-launched “One Brand” strategy through a “digital magazine” rather than a traditional website.
Simon Michaelides discusses marketing ‘Buzz Words’ at Marketing Week Live 2015.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.