Coca-Cola Exec to Deliver MIPTV Branded Entertainment Keynote

PARIS: Jonathan Mildenhall, the VP of global advertising strategy and content excellence for The Coca-Cola Company, is to deliver the keynote at MIPTV’s Branded Entertainment program.

In his Media Mastermind keynote, Mildenhall will explain the company’s marketing strategy, which it calls "liquid and linked." He will touch upon the ways that Coca-Cola has worked to create compelling content that engages audiences in new, innovative ways, building emotional connections across multiple consumer touchpoints in order to drive value for the business. He will put particular emphasis on the new global “Make it Possible” marketing campaign for Coke Zero.

In addition to Mildenhall’s keynote, the two-day program features a series of sessions and screenings that spotlight the effectiveness and value of branded content. It will also showcase the latest examples of branded entertainment from around the world.