Hasta La Creative!

Oreo’s Twitter response to the Super Bowl blackout was brilliant, but it’s also indirectly responsible for a tidal wave of ill-conceived real-time content that’s come since.

“We know that positive, optimistic brand stories aren’t always welcome at that kind of time,” he said.

Mr. Bedwell joined Coca-Cola two years ago and leads digital for the “content excellence” group, which he describes as being akin to a creative agency inside the company. He previously worked at agencies, most recently as VP-strategy director at Isobar San Francisco. As a soccer fan since he was a child growing up in the U.K., he said the prospect of working on digital strategy for the World Cup was largely what drew him to Atlanta.

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