"We start first and foremast with a strategy," Coca-Cola marketing exec Wendy Clark says in this video from the Cannes Lions International Festival of Creativity this week. "You never want to have a great communications idea that's in search of a strategy. That's a nightmare. The minute something's strategically strong and on-brand, then it's got a huge opportunity."
Keep up with all the events at Cannes this week at Creativity's hub here.
Celebrating its 15th anniversary, National Geographic Channel is preparing to raise the ante with a major commitment to top-flight programming to draw in even more viewers while opening the door to expanded tie-in opportunities for marketers looking to partner with the well-respected brand.Learn more
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