Hasta La Creative!

Like many large marketers, Coca-Cola has been working to find the right balance between global and local in recent years, particularly when it comes to its marquee sponsorships of the Olympics and World Cup. Ultimately, marketers based in Atlanta must shape creative in such a way that marketers around the world will buy in.

James Sommerville, Coca-Cola’s VP-global design, said there are check-ins with various markets as the program is being developed to avoid a situation where marketers are unenthused by the final product.

“If there’s no collaboration; very little consultation with anybody along the way; it feels too local to the host nation; it’s not something that they can adapt — then there, potentially, would be a temptation for markets to do their own thing,” Mr. Sommerville said. “Over the last two World Cups that temptation has been removed, as we become more experienced … in developing a system that everybody can adopt rather than push against.”

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