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Classified - Internal use
CONTENT    SCALE   SPREADIN REAL TIME  WITH OR WITHOUT US     Classified - Internal use
Classified - Internal use
“I want a life in which I am the protagonist.    I do not want a boring life” -- ITALY                   Classified - Inte...
WHAT TO DO?    Classified - Internal use   5
LIQUID &  LINKED3 AREAS OF FOCUS      Classified - Internal use
STORIES(CONTENT, EXPERIENCES, CONVERSATIONS)          SPREAD    (OWNED, EARNED, SHARED, PAID)           VALUE(TRANSCENDS T...
ADVOCATES                       RIGHTS                      HOLDERS                                   DETRACTORS          ...
BESHAREWORTHY    Classified - Internal use
11 December 2012   Classified - Internal use   10
Classified - Internal use
Classified - Internal use
DOCUMENTARYClassified - Internal use
SOUNDTRACK11 December 2012   Classified - Internal use   15
MOBILE & SOCIALClassified - Internal use
THINK BIGSTART SMALL SCALE FAST    Classified - Internal use   17
EMBRACE OUR NEWSALESFORCE    Classified - Internal use
53MM+   Classified - Internal use                                    1B+
DO NOTACCEPT THESTATUS QUO  Classified - Internal use
EVOLVED PAID INVESTMENT MODELNOW                      NEW                        NEXT
SPURRING INNOVATION AND CREATINGVALUE OVER TIME VA L U E C R E AT I O N                           2011     2012   2013    ...
PLAY WELL
LIQUID & LINKED
STORIES(CONTENT, EXPERIENCES, CONVERSATIONS)          SPREAD    (OWNED, EARNED, SHARED, PAID)           VALUE(TRANSCENDS T...
PLACEMENT    MOVEMENTOF MESSAGES   OF STORIES
29
Liquid & Linked marketing
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Liquid & Linked marketing

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Wendy Clark, SVP, Integrated Marketing Communications and Capabilities for the Coca-Cola Company, gave this presentation at McKinsey's Chief Marketing & Sales Officer event in November, 2012. Wendy explained how Coke's marketing is liquid (easy to spread) and linked (connected to its core values and messages). To be successful today, companies need to dedicated resources to develop new ideas and businesses. At Coke, 70% of spend funds current proven programs, 20% to new and promising trends, and 10% to test completely new ideas. The latest McKinsey customer experience insights: http://mckinseyonmarketingandsales.com/topics/customer-experience

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Transcript of "Liquid & Linked marketing"

  1. 1. Classified - Internal use
  2. 2. CONTENT SCALE SPREADIN REAL TIME WITH OR WITHOUT US Classified - Internal use
  3. 3. Classified - Internal use
  4. 4. “I want a life in which I am the protagonist. I do not want a boring life” -- ITALY Classified - Internal use Source: The Truth About Youth, McCann Worldgroup
  5. 5. WHAT TO DO? Classified - Internal use 5
  6. 6. LIQUID & LINKED3 AREAS OF FOCUS Classified - Internal use
  7. 7. STORIES(CONTENT, EXPERIENCES, CONVERSATIONS) SPREAD (OWNED, EARNED, SHARED, PAID) VALUE(TRANSCENDS THAT OF OUR OWN COMPANY) Classified - Internal use
  8. 8. ADVOCATES RIGHTS HOLDERS DETRACTORS BOTTLERS NGO’S CONSUMERVALUE INVESTORS AGENCIES VALUEINFLUENCERS SHOPPER CUSTOMER CREATORS SUPPLIERS EMPLOYEES MEDIA EXPERTS SHAREHOLDERS Classified - Internal use
  9. 9. BESHAREWORTHY Classified - Internal use
  10. 10. 11 December 2012 Classified - Internal use 10
  11. 11. Classified - Internal use
  12. 12. Classified - Internal use
  13. 13. DOCUMENTARYClassified - Internal use
  14. 14. SOUNDTRACK11 December 2012 Classified - Internal use 15
  15. 15. MOBILE & SOCIALClassified - Internal use
  16. 16. THINK BIGSTART SMALL SCALE FAST Classified - Internal use 17
  17. 17. EMBRACE OUR NEWSALESFORCE Classified - Internal use
  18. 18. 53MM+ Classified - Internal use 1B+
  19. 19. DO NOTACCEPT THESTATUS QUO Classified - Internal use
  20. 20. EVOLVED PAID INVESTMENT MODELNOW NEW NEXT
  21. 21. SPURRING INNOVATION AND CREATINGVALUE OVER TIME VA L U E C R E AT I O N 2011 2012 2013 TIME
  22. 22. PLAY WELL
  23. 23. LIQUID & LINKED
  24. 24. STORIES(CONTENT, EXPERIENCES, CONVERSATIONS) SPREAD (OWNED, EARNED, SHARED, PAID) VALUE(TRANSCENDS THAT OF OUR OWN COMPANY)
  25. 25. PLACEMENT MOVEMENTOF MESSAGES OF STORIES
  26. 26. 29

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