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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 ...

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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    Liquid & Linked marketing Liquid & Linked marketing Presentation Transcript

    • 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 - Internal use Source: The Truth About Youth, McCann Worldgroup
    • 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 THAT OF OUR OWN COMPANY) Classified - Internal use
    • ADVOCATES RIGHTS HOLDERS DETRACTORS BOTTLERS NGO’S CONSUMERVALUE INVESTORS AGENCIES VALUEINFLUENCERS SHOPPER CUSTOMER CREATORS SUPPLIERS EMPLOYEES MEDIA EXPERTS SHAREHOLDERS Classified - Internal use
    • 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 TIME
    • PLAY WELL
    • LIQUID & LINKED
    • STORIES(CONTENT, EXPERIENCES, CONVERSATIONS) SPREAD (OWNED, EARNED, SHARED, PAID) VALUE(TRANSCENDS THAT OF OUR OWN COMPANY)
    • PLACEMENT MOVEMENTOF MESSAGES OF STORIES
    • 29