Coca- cola Summary

NYWICI's Annual Meeting on May 28, 2015, featured Keynote Speaker, Wendy
Clark, a 2014 Matrix Honoree and president Sparkling Brands & Strategic Marketing at
Coca-Cola North America.

She spent her early career at ad firm GSD&M, then moved to AT&T (T,
+1.17%) in 2004, where she was SVP of advertising. There, she worked with Chuck
Brymer, then chairman and CEO of Interbrand; AT&T was his client. Today, Brymer is
CEO of DDB Worldwide—and the man who wooed Clark away from Coke.

Brands can't buy their way to greatness any more, said Wendy Clark, but brands
can follow her "liquid and linked" approach to cross-media marketing, she said: "liquid"
because the market landscape is constantly changing, and "linked" because no matter
which media are used (or how), all brand messages should adhere to the overall strategy.

So it's essential for Coca-Cola, and other marketers with big ambitions, to work
all types of media -- paid, earned, owned and shared -- for their highest yields. Consumers
increasingly control marketing conversations, especially in the digital space, Ms. Clark
said. So it's up to marketers to make sure consumers want to talk about them. "You cannot
pay your way to greatness for your brands any longer," she said.
Coca-Cola has proven pretty adept at social media: Its fan page is the largest on Facebook,
for one thing, with more than 24 million likes. Still, Ms. Clark says marketers have to
take things a step further.
"A 'like' is important," she said. "A 'share' is more important. We have to hold
ourselves accountable for creating content that is sharable." Ms. Clark also stressed the
need for creativity in using owned media, citing Coca-Cola's use of increasingly smart
vending machines, its fleet of delivery trucks and Coca-Cola cans themselves over the
years. "Everything communicates," she said.

♦ Being underestimated is a gift. Embrace it — and then outthink, outwork and

outperform.
♦ Individual belief means believing in yourself with a quiet humble confidence.
♦ Belief can be a powerful business tool if you fuel your individual belief – and forge
collective belief in your vision.
♦ Bravery is putting voice to your beliefs and then acting on them in the face of opposition.
♦ You can be a worse "them" or better "you"; choose a better you.