Cannes, France – The
“We are humbled and honored to receive this honor, which has been in the making for many decades,” said Joe Tripodi, chief marketing and commercial officer, who accepted the award Saturday night on behalf of Coke’s global marketing community and agency partners around the world. “The legacy we want to leave is of a brand and company that does good things for the world and speaks to optimism, positivity and happiness.”
Since winning its first Cannes Lion in 1967,
Other winners included “Share
a Coke” from Australia, the “
Jonathan Mildenhall, VP of advertising strategy and content excellence, said “Small World Machines” in particular has the “secret formula the Cannes juries are looking for – brutal simplicity, genuine authenticity, seamless technology, an authentic product role and a strong social purpose.”
His comment mirrored the central message of his keynote co-presented on day two of the festival with Ivan Pollard, Coke’s VP of global connections. The session, titled “Work That Matters” (#workthatmatters), explored the company’s rich heritage of producing creative that makes a difference and projects a culturally relevant point of view – highlighting lesser-known work including 1955 print ads featuring an African-American model named Mary Alexander, iconic TV commercials such as “Hilltop” (1971) and “Mean Joe” (1979), to current campaigns including “Security Cameras,” “Reasons to Believe” and “Play Fanta.”
Much of this work straddles borders, challenges racial
prejudice and defies gender stereotypes – all guided by a common strand of DNA.
“Each of our stories is relentlessly optimistic,” Pollard explains. “We have
always believed that
And social purpose is not just good for the world; it’s good for business, too. As Mildenhall notes, most of the last 15 advertisers to be named Creative Marketer of the Year enjoyed, at the time, either an all-time-high share price or record-setting sales.
“I have long been a believer that outstanding creativity leads to outstanding commercial results,” he adds. “For us, business success is a result of many drivers, but you cannot deny our share price success and volume growth over the past two years.”
Mildenhall concludes, “We have all worked incredibly hard to push our own creative benchmarks. Great work is pouring out from all over our system, and the drive for creative excellence is system wide. Today is the first day of the next creative mountain we must climb.”