Clark: El mundo cambió y esa transformación ha sido liderada por los millennials
Wendy Clark, President of Sparkling Brands & Strategic Marketing at Coca-Cola North America, introduced her presentation saying that 85% of the content related with Coca-Cola that is on YouTube is not produced by the brand. “You must find a way to ally with those consumers who talk about you and that has been the collaboration experience with YouTube” she said.”The world changed and that transformation has been led by millennials. If you want to win, you must evolve as a brand, it is the only way to remain relevant. You must find your consumers wherever they are and YouTube is a good place. There you can learn and experiment to be increasingly ambitious with your brand´s scope” she added during the closing of the IAB MIXX 2015. For Clark “the goal is not to make more content, it is to do more good. It´s necessary to do work that matters and makes a difference. In Coca-Cola we work with media influencers and campaigns that contribute for the world to function better”.Coca-Cola is pushing the limits of technology through their ads. The brands consider technology is a new canvas for their advertising efforts, since this week they launched their first 360º ad on YouTube.
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