Coca-Cola: Complicated creative equals bad creative

Coca-Cola: Complicated creative equals bad creative
SHARE
THIS



Creativity can be a commercial and competitive advantage but to work creative ideas need to be “blindingly obvious”, asserted Coca-Cola’s Jonathan Mildenhall at Circus.

Mildenhall, vice president of global advertising strategy and content excellence at the Coca-Cola Company, feels agencies can over-complicate their approach.

 “Another interesting quote that I always refer back to, that is that creativity is about seeing what everybody else is seeing and thinking what nobody has thought,” Mildenhall said.

“Another way to put that is creativity should be a glimpse of the blindingly obvious.

“If creativity seems to be too hard, too complex, I can’t call up my mum and explain to my mum in 60 seconds on the phone what it is that I am trying to execute in this creative idea then chances are it is a bad creative idea.”

The best creative ideas are the ones that are “so obvious it feels almost familiar”, he added.

Mildenhall also spoke about how in 2004 Coca-Cola’s former chief executive publicly declared the company “creatively bankrupt”.

As a result, Coca-Cola moved to reinvest in creativity. Part of that involved academically studying what Mildenhall described as “some serious creatives”.

Those creative minds included Madonna, Steve Jobs and author and poet Maya Angelou among others.

Madonna is an inspiration for the company due to her ability to read pop culture and ensure the expression of her core values remain relevant.

This is the on-going task facing Coca-Cola to guarantee the brand’s expression of happiness “is relevant to an ever changing consumer base”.

Mildenhall said he had studied American author Maya Angelou and the way “she can smash your heart open in two or three sentences” to remind Coca-Cola of the power language holds.

“I worry that one thing that technology seems to be getting in the way of is how powerful the use of words can be,” he said.

Mildenhall also spoke about Coca-Cola’s “Content 2020” plans during his speech at The Communications Council’s three-day festival of commercial creativity, Circus.

For more on Coca-Cola’s future plans stay tuned for The Brief in coming weeks which will feature a one-on-one interview with Mildenhall.

In next week’s The Brief B&T brings you more from Circus with interviews with Mayan, chairman of JWT’s Asia Pacific creative council, and the global creative director of Saatchi & Saatchi X, Doug Van Andel.

Please login with linkedin to comment

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]