Views on the third day at Cannes from Jimmy Maymann, founder and executive chairman at goviral
With over 1.6bn servings every day across its 500+ brands and one of the biggest marketing budgets in the world, the Coca Cola Company should command any marketers attention.
When Joseph Tripodi, Executive VP, CMO, CCO is on stage in Cannes to discuss Coca-Cola’s new approach to marketing ”scale meets storytelling” through the lens of their FIFA World Cup 2010 campaign - any marketer should be in the audience.
Those of us that were learned how Coca-Cola put 11 agencies in one room, told them to put collaboration over competition and how they together had pursued the essential connective tissue - an authentic VIS system for the World Cup that could create the necessary emotional connection with consumers and maintain global scale.
The big idea is not dead, but the process is changing.
I am sure it will have been very messy at times, but when Joseph went through the three final chapters they ended up with all that chaos was worth it. The FIFA Trophy Tour involved 86 countries, 45 heads of state and more than 500.000 people who had their picture taken with the trophy. Roger Millar and the celebration story – leading to strong brand pjeces and thousands of UCG celebration videos on Youtube… the third chapter is of course K’naan and his ”Wavin’ flag” that we all left the auditorium humming. Anybody remember the official FIFA World Cup song by Shakira?