On the day that Coca-Cola Australia launches its next campaign Jessica Kennedy brings you an interview with the company’s vice president of global advertising strategy and content excellence.

Here Jonathan Mildenhall, reveals that the second stage of the successful Australian-led 'Share A Coke' Campaign is set to go global.

This year’s ‘Share a Coke and a Song’ will be rolled out “in all continents in about 25 different markets over the next 12 months”.

‘Share a Coke and a Song’, which features a tie-in with Spotify, is the second Australian Coke campaign to be rolled out globally.

In The Brief Mildenhall also discusses what he considers the best creative ideas and tells us why the research industry needs to innovate and ditch it’s out of date tools.

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