Coca Cola to Favour Collaborative Creative Content Instead of Ad Agencies

Coca Cola is to move away from traditional ad agencies for the generation of creative ideas in favour of a collaborative approach to storytelling and content creation to fuel their brand appeal.

Speaking at the Guardian Changing Advertising Summit yesterday, Jonathan Mildenhall, Coca Cola's VP of Global Advertising Strategy and Excellence, said that their Content 2020 advertising strategy is to "move from creative excellence to content excellence" to secure a "disproportional share of popular culture" for their portfolio of brands.

He commented: "All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core."

Coca Cola is now also looking to consumer feedback to shape the creativity of their business. The company is adopting a more collaborative approach through crowd sourcing, fans on Facebook and Twitter, as well as working directly with artists plus the music and film industry to create content through storytelling.

This latest move will see Coca Cola rolling out more than 120 pieces of content as part of its London 2012 Olympic sponsorship activity.

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