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Coke at Cannes: Cultural Leadership Is Key to Marketing Plans

By:  Ashley Callahan Jun 19, 2013
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Some of Coca-Cola's Cannes Lions entries

One of the most exciting celebrations in advertising is taking place in France. Around 11,000 global creative communications professionals are meeting at Cannes Lions seeking inspiration and education from the industry’s thought leaders.

This week, VP of Global Advertising Strategy and Content Excellence Jonathan Mildenhall and VP of Global Connections Ivan Pollard hosted a seminar on Coca-Cola’s approach to creating work that matters and makes a difference in the world. They emphasized cultural leadership as the key to driving marketing plans for the future.

Using the Twitter hashtag #workthatmatters, @CocaColaCo live tweeted highlights from the presentation, which spoke to the importance of promoting real stories taken from real-world situations to give people reasons to believe. During the seminar, Mildenhall and Pollard touched on the company’s rich heritage of work – from “I’d Like to Teach the World to Sing” to the story of Coke’s first woman African-American advertising model – all demonstrating Coke’s global commitment to legacy content which can be viewed at Coca-Cola at Cannes.

We sat down with Mildenhall, who was also featured in Ad Age’s article on the business value of Cannes, to discuss Coca-Cola’s Cannes submissions that embody cultural leadership and work that matters: 

Read more about “Small World Machines” or watch the full epidsode here: 

Read more about “Share a Coke”  or watch the full episode here: