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This is really excellent. Below are two videos that appear to be some internal communication from Coca-Cola on how to improve marketing campaigns in general and content specifically.

This blog aims to be about improving the effectiveness of marketing with a focus on the fundamentals and these videos nail the campaigns aspect of that subject. Interesting references to testing too with a ‘close-to-my-heart’ opinion on focus groups and execution testing – subjects for another post.

Note: Whereas these appear to be Coca-cola internal communications (and hats off to Jonathan Mildenhall who is responsible for this) as there are freely available on Youtube I assume there is no issue with sharing them here. The Youtube channel is actually from a group that do this format of communication (the cartoons) which is obviously great too – maybe for an updated OGSM video ……