In the second session of the advertising conclave at the Goafest 2012, Jonathan Mildenhall, vice-president, global advertising strategy and creative excellence, Coca-Cola, spoke about how he wants cultural hits that drive commercial hits. Giving an example of a discussion with Milan Luthria who didn't change the name of the film even though there was strong agitation behind the name of the film He stuck with it and he didn't mind if people didn't go watch it.
He also said traditional creatives who start with traditional 30-seconders will not be needed in the near future. He suggested bigger liquid ideas were required where the TVC is not the biggest activation and called for the requirement of absolute radicals. He spoke about moving from insights to provocations.
He said, "We need bigger thinking and need to be provocated. Data Whisperers become our new missiles. We have to inspire participation and share the results of this and have to measure our success. I want to bring creativity we all need to learn how to use conflict. Conflict brings great ideas."
He also explained Coca Cola's 70:20:10 communication strategy approach.
In this the 70% is the bread and butter content that pays the rent. Here we must spend only 50% of our time on this.
The 20% part should consume 25% our time and that should consist of the innovative online content that needs to be put up.
The 10% part should be the high risk part, which consumes the remaining 25% of our time. He cautioned that people should be prepared to celebrate success or failure for this 10%.
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