In this session...
La relación entre Coca-Cola y el fútbol ha dado vida a campañas icónicas en Hispanoamérica. Lo que inició como grandes producciones de agencias WPP evolucionó hacia un modelo integrado y global bajo Open X, su hub creativo. Este panel recorre esa transformación: de los spots que marcaron una era a ecosistemas que conectan emoción, datos y resultados, con líderes de Coca-Cola y Open X moderados por Insider rumbo al Mundial 2026.
What You'll Learn from This Session...
- 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.
