The historic bond between Coca-Cola and football has inspired some of Latin America’s most iconic campaigns. What began as major TV productions by WPP agencies has evolved into an integrated global model under Open X, its creative hub. This panel explores that evolution—from classic spots to modular ecosystems connecting emotion, data, and results—through real cases shared by Coca-Cola and Open X leaders moderated by Insider.
Speakers
Key Takeaways
- Evolution of Brand Storytelling: Learn how Coca-Cola transformed from producing iconic TV commercials into building integrated, data-driven ecosystems that connect emotion, creativity, and performance.
- The Open X Model in Action: Discover how WPP’s Open X structure redefined Coca-Cola’s creative and media collaboration globally, delivering faster, more cohesive brand experiences.
- From Passion to Performance: Understand how the universal passion for football can be translated into measurable marketing impact, combining creativity, cultural relevance, and business results.
- Real Case Insights: Gain exclusive behind-the-scenes perspectives on campaigns that bridged global strategy and local emotion, including initiatives leading up to the FIFA World Cup 2026.
- Future of Marketing Integration: Explore how AI, data, and modular content ecosystems are shaping the next era of global brand communication.
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