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

1. Classified - Internal use

2. CONTENT
SCALE
SPREAD
IN REAL TIME
WITH OR
WITHOUT US
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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. WHAT TO DO?
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6. LIQUID &
LINKED
3 AREAS OF FOCUS
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7. STORIES
(CONTENT, EXPERIENCES, CONVERSATIONS)
SPREAD
(OWNED, EARNED, SHARED, PAID)
VALUE
(TRANSCENDS THAT OF OUR OWN COMPANY)
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8. ADVOCATES
RIGHTS
HOLDERS DETRACTORS
BOTTLERS
NGO’S
CONSUMER
VALUE INVESTORS AGENCIES VALUE
INFLUENCERS SHOPPER CUSTOMER CREATORS
SUPPLIERS
EMPLOYEES MEDIA
EXPERTS
SHAREHOLDERS
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9. BE
SHAREWORTHY
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10. 11 December 2012 Classified - Internal use 10

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13. DOCUMENTARY
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14. SOUNDTRACK
11 December 2012 Classified - Internal use 15

15. MOBILE & SOCIAL
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16. THINK BIG
START SMALL
SCALE FAST
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17. EMBRACE
OUR NEW
SALESFORCE
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18. 53MM+ Classified - Internal use
1B+

19. DO NOT
ACCEPT
THE
STATUS
QUO
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20. EVOLVED PAID INVESTMENT MODEL
NOW NEW
NEXT

21. SPURRING INNOVATION AND CREATING
VALUE OVER TIME
VA L U E C R E AT I O N
2011 2012 2013
TIME

22. PLAY WELL

23. LIQUID &
LINKED

24. STORIES
(CONTENT, EXPERIENCES, CONVERSATIONS)
SPREAD
(OWNED, EARNED, SHARED, PAID)
VALUE
(TRANSCENDS THAT OF OUR OWN COMPANY)

25. PLACEMENT MOVEMENT
OF MESSAGES OF STORIES

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