He addressed an audience of more than 2,200 senior executives from Fortune 500 companies and advertising agencies, explaining why brands and marketers must ‘constantly innovate and evolve to keep pace with the altruistic, entrepreneurial and tech-savvy generation of 18-to-30-year-olds’.
He explored how Coke’s five-pronged approach to innovation is fuelling its aggressive 2020 Vision to double its business this decade …
Modern storytelling tools and data-driven applications enable brands like Coca-Cola to move away from the traditional ‘spray and pray’ model into precision-targeted advertising. But marketers shouldn’t be seduced by technology alone, Tripodi warned.
“Without creativity or a strong story, you can’t make a strong connection,” he said. “Creativity drives innovation, which drives brand news. Brand news drives brand value and brand love. And, ultimately, brand love drives brand equity and shareowner value.”
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