Coca-Cola breaks the rules, agency 3.0, and a programmatic world first

31 October 2014

Is red dead at Coke? It certainly is this summer. Coca-Cola is breaking its brand guidelines to launch multicoloured cans this summer to win back the teen market. It's a big deal for the iconic brand and Rosie Baker sat down with Coke marketer Dianne Everett to explore the strategy in The Sell.

Paul McIntyre got the scoop on the launch of the first programmatic trading desk that combines TV and online video. Read the full news about the MCN AOL deal and more on the news pages and Newsmaker interview with MCN's Anthony Fitzgerald and Mark Frain.

In The Marketer feature, we talk to the self-confessed geek-CMO of boutique hotel chain Kimpton Hotels about how hotel chic, is built on tech-chic.

We ask creatives why, if businesses that embrace creativity perform better, there is so much standing in the way of it. Pat Baron, McCann Melbourne ECD, GPY&Y creative duo David Joubert and Bart Pawlak, UrsaClemenger ECD Denis Mamo, Steven Thomson, ECD and Loud and Saatchi & Saatchi creative team Jon Burden and Matt Gilmour all weigh in.

“We often discuss, analyse and try to pinpoint the reasons why so little of our most creative thinking survives.” Joubert and Pawlak.

Agency 3:0, and the interesting need for integration of tech systems like Salesforce with media agency models, is the topic of Big Picture. Salesforce, Arianna Huffington, Will.I.Am, and Neil Young all feature.

“Agencies' services will become marginalised in the grand scheme of things. Their current services will diminish.” Woodson MartinSalesforce.

Six ads from the last few weeks get the creative once over from SapientNitro Australia associate creative director Mike Kennedy and Chad Mackenzie from Grey Sydney. Think pesky possums, hairy hide and seek and gassy goats.

OgilvyOne's Rob Morrison is a Smartarse telling us why he hated that kid at school, Naked's head of strategy Brett Rolf enlightens us on the nature of strategic creativity, unshackling the beast and Jay Morgan, head of innovation at Havas Worldwide invites you to take a look at your post-apocalyptic future.

“Raw creativity is the regular bedfellow of insanity, substance abuse, rejection and people setting fire to you,” Brett Rolf – Naked.

And there’s' more. You can read everything in full in the latest issue of AdNews in print. It's out today. Subscribe to the print mag here or get it right now on iPad.

There's also a full 32-page supplement showcasing the winners and finalists in the Media Federation Awards.

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