“If Coca-Cola didn’t use creativity as a driver of the brand then it could become invisible,” according to Jonathan Mildenhall Coca-Cola VP Global Creative. In a recent interview with The Drum Mildenhall explained that though “ubiquity and scale is a huge asset” to Coca-Cola it “actually puts an ever greater demand on the brand as if we weren’t careful familiarity could lead to invisibility”.
Earlier in the week, the Coca-Cola Company was named as the winner of the Creative Marketer of the Year award at The Cannes Lions International Festival of Creativity 2013, something which Mildenhall describes as “a brilliant honour” and “a bench mark in our commitment to creativity and our belief that creativity makes our brand more dynamic and more valuable in the hearts and minds of our consumers”.
According to Mildenhall despite Coca-Cola picking up more than 100 Lions since its first win back in 1967 it is “very, very important that creativity is a driver in its own right”. Such is that importance that the Coca-Cola Company devised a Creative Excellence team in 2004 meaning that Mildenhall and his teams all over the work focus “100 per cent of our time on igniting creativity across all of our brands”.
Since joining Coca-Cola in 2007, Mildenhall admits the brand's remit has changed drastically when it comes to advertising, “my own personal journey since I’ve been at Coke was in the beginning I’d come up with a big idea, I’d have to do big TV, big shopper and big out-of-home, and if you look at the Beijing Olympics - that was the extent of what we did just four years ago. Compare that with the London Olympics where we produced content, mobile, digital experiences, and social. The sheer number of kernels that we have to make great creative has just multiplied exponentially”.