Special Report: Media Mavens 2012

Media Mavens: Annis Paschal Lyles, Coca-Cola North America

VP of Connections Planning and Investment Helps Build Marketing Capabilities Through Social-Media and Mobile Summits

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Annis Lyles
Annis Lyles

Résumé: Annis Paschal Lyles joined Coca-Cola in 1989. Prior to that , she worked in TV media sales and as a media buyer at McCann Erickson.

Challenge: "There are limited metrics available to measure the value of certain new and emerging media opportunities but that doesn't limit us from testing them," Ms. Lyles said.

Quick fact: When her now 17-year-old daughter was young, Ms. Lyles arranged with her boss to be gone on Thursdays from 2 p.m. to 4 p.m., so she could found and manage a Brownie troop. The troop became the largest in Atlanta.

A couple of summers ago, Ms. Lyle's teenage twins challenged her to try wakeboarding, and the lifelong slalom water skier didn't balk. It's that kind of adventurous attitude that she brings to her role as Coca-Cola North America's lead media executive.

"While we will always support proven media channels, we are constantly exploring innovative opportunities in new and emerging media," Ms. Lyles said. During her tenure, she's imported and exported global best practices and worked to build marketing capabilities across the company through annual social media and mobile summits and in-store media forums. "With the media landscape continuing to evolve at an accelerated pace, one of our challenges is to determine the optimal media mix," Ms. Lyles said. "I believe it requires both an art and science approach in order to create brand love and drive brand value."

One effort she's particularly proud of is the social-media plan created to bring last year's 125th anniversary celebration to consumers. Using online streaming video, people from around the world participated in real-time with a concert held in Atlanta. It garnered a click-through rate and promoted tweet impressions that were, at the time, second only to the royal wedding of Kate Middleton and Prince William.

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