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Coca-Cola’s latest experiment in opening short design briefs to the entire world illustrates its plans to no longer be seen as “a traditional advertiser” by appointing consumers – not agencies – as its co-creators. The drinks giant’s head of digital, David Godsman, admitted at the Adobe Summit opening keynote that the digitally connected world is “somewhat unknown” to the brand. Nevertheless, 12 months ago it embarked on a five-year digital transformation programme, underscored by four key areas: operations, business, culture and experiences. Surprisingly, Coca-Cola has filed its marketing and advertising operations into the latter category. Not only is Godsman asking his “traditional brand marketers to become experience makers”, but he’s earmarked the fans of Coca-Cola as vital to its content creation strategy.

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To help you make the most of your marketing resources, we took a look at three brands who are doing great things with their Facebook ads.

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Creative Agencies are Failing to Deliver People-Based Marketing The traditional agency model has encouraged the separation of Creative and Media - different processes, different cultures, different P&Ls. And over the years, they’ve never really shown much love for each other. Creative has often looked at Media as the boring afterthought of advertising, and Media has usually seen Creative as the spoiled child who always needs to get their own way. Over the past decade, Media agencies and their business models have been blown up by digital marketing complexity, auction pricing, technology and powerful new arrivals such as Google and Facebook. Meanwhile, Creative agencies have hardly changed at all. That was Don Draper’s suicide.

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THE MILLENNIAL is both a much-maligned demographic and a deeply studied segment of the global population that has caused much consternation and captured the unwavering attention of marketers everywhere.

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This business is going to kill me one day. The autopsy will show that the cause of death was a high speed, head on collision with banal bean counters masquerading as experienced marketers. My remains will be impossible to identify as a result of the crushing weight of countless spreadsheets. Once I’m six feet under, a 20-something digital media expert will gleefully frolick on my grave because a display banner featuring a dancing alien touting low mortgage rates garnered an industry average .02% click-through rate. Click to read more

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With so many graphic design tools at your disposal the lack of a design degree should not stop you from creating a great Facebook ad image.

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The best marketing starts with a really smart brand strategy. You don't need layers. You need access to experts who can define and differentiate your brand u...

Digital Media