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In 2021, Coca-Cola handed WPP its $4 billion advert account.
On the time, it gave new bespoke company Open X a quick to alter its advertising and marketing output from a “majority analog to 60% digital” and curate extra reside experiences.
With the latest debut of Coca-Cola’s “Foodmarks” marketing campaign—which spotlights places which can be culturally related for the model in partnership with Time Out—it’s clear Open X understood the task.
This week, Coca-Cola’s world vp of inventive technique and content material, Islam ElDessouky, and Ogilvy’s world shopper lead, Liam Parker, be part of Adweek neighborhood and model editors Luz Corona and Rebecca Stewart to debate the year-long street to “Foodmarks.”
In addition they focus on how the work speaks to Coca-Cola’s wider advertising and marketing ambitions and gave an perception into how the Open X mannequin is performing for the model.
Stream the brand new episode beneath, pay attention and subscribe on Apple Podcasts, or discover it on Spotify.
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