How important is content to marketing professionals? Back in October, Coca-Cola’s Jonathan Mildenhall, The VP of Global Advertising Strategy and Creative Excellence, was speaking at the Guardian Changing Advertising Summit when he stated:
“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
Fat and fertile ideas. The company’s Content 2020 advertising strategy is to “move from creative excellence to content excellence”.
About 4 months ago I was talking with a colleague of mine who was told in so many words by a client that, “content and or the creation of content can be done by a monkey”. Ouch. He essentially was dismissing the value of creating content and saying that it can be done by anyone-even a monkey.
If Coke, one of the great purveyors of creative excellence thinks that content will be the centerpiece of their marketing strategy going forward, where does that put the status of the monkey?
Maybe the better question for that client is, Really? You really think that?