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Coke Says Best Content Is Often Unplanned

Speaking on a panel about ‘creativity in context’ at Spotify House in Cannes, Coca-Cola’s head of music and entertainment marketing, Emmanuel Seuge told the crowd that although the brand is aiming for a balance between creativity and data, the best content is unplanned. Although ‘the science’ of using data allows the brand to predict consumer behaviours and decide which content to create for them “sometimes the best content is the content that you would create that was not planned for,” according to Seuge.

Read the whole story at Marketing Week »

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