Coca-Cola celebrates branded entertainment

In Paris, Jonathan Mildenhall—Coca-Cola’s VP for global advertising and content—will be delivering a keynote speech about MIPTV’s branded entertainment program.

Mildenhall will be talking about the company’s marketing strategy: “liquid and linked.”

He will explain Coca-Cola Company’s approach to branded content. In the next year, the brand will be working to create compelling content, which will engage consumers in new and innovative ways.

Mildenhall will emphasize the importance of emotional connections with the consumer through multiple touchpoints to spur business value. He will discuss this in connection to Coke Zero’s “Make it Possible” campaign.

In addition to the speech, the two-day program will also feature other segments about branded content, citing successful campaigns from around the world as examples.