Jonathan Mildenhall

Here is third blog in the The Stream Series, An array of observations from the WPP Digital un-Convention, Steady steady flow. To share your reactions and further ideas make contact with the Stream Team or go to the Stream website. Tuesday was one of those days when I constantly have to pinch myself to prove that it is all real and that this glorious life I lead isn't some fantastic dream. The invitation was appealing: "Clothing tidy. We are delving into creative thinking, Treatments, New development, Content and networking sites -- but you are inadequate words and anyway they all overlap. Then we mingled, Lunched, Released and discussed. It was a superb day. I become familiar with loads and met many, Many individuals who are simply transforming the world for the better. I felt very thankful indeed. So what were the three key learnings I took away by himself? 1. The Golden triangular of Good Amazingly thoroughly, The first thing I learned is that the next wave of marketing innovation will come from genuine cross industry effort. We can certainly see a dramatic upswing in what I call "The golden triangular of good, What I mean by this is that companies, NGOs and governments will increasingly work together to develop solutions to the contests that face planet earth and humankind. There was much talk over this. The attention grabbing and funny Arianna Huffington, The creative giant Shane Smith (Vice), The intellectually shiny Roy Sutherland (Ogilvy) And the humble experienced Jeff Weiner (LinkedIn) All laid down the mandate for marketing action for good and needed brands to make bigger, More people declarations of intent. There was one frustrating challenge from the guests on this: "You have to have a plan prior to you making the declaration, right, I think we missed the attachment site. The difficulties the world faces now are so vast that no one can possibly have the plan worked out. By the Coca-Cola Company we are absolutely committed to doing our part to guarantee the world becomes a better place. One of our campaigns that Arianna called out is the "5x20 -- the empowerment of 5 million female owners by the year 2020, This is a huge report. But we absolutely depend on equality, In lady empowerment, In businesses and in community focus. But also, After all, More female affiliate marketers makes sound business sense for us too. right, When we made this fact two years ago, We didn't have the linear investment investment proposal laid out. By no means. Suffice to say, We knew we needed to employ NGOs, Governments and other partners to develop the thousands of strategies around the world that are going to help us realize this huge and important goal. If the marketing industry has to rise to this critical call to arms then I truly believe we need less talk, Less planning and more action. The second key learning I took away was about growing opportunities that technology presents in terms of telling deeper and more immersive stories. Great value energy and high smarts Jon Steinberg from Buzzfeed, The charming and optimistic Joel Lewis from Hellicar Lewis and the incredibly smart and funny Yoni Bloch all inspired me with their designs of technical storytelling capabilities. Yoni, An Israeli rockstar turned Adtrackzpro – Ad Tracking Software, Allows You To Calculate Your Return On Investments So You Can Quickly See Which Traffic Sources Are Making You Money, And Which Ones That Are Not! Adtrackzpro Ad Tracking Software interactive video online marketer, Gather stunned the audience with the demonstration of his proprietorial technology that allows viewers to bespoke their own discoveries of music videos, Motion pictures, Account books of account, mags, songs. You can receive the work he did for Madewell fashion here, Which lets you select from blond and brunette, Chic or geek bag or boots and boots or boots, All which means the models keep singing (You might even know, That disproportionately high number of individuals who chose shoes led Madewell to redesign their website). Use of his technology is utterly limitless and had my mind spinning about how we at Coke will work with him and his company Interlude. The final gift for me though was when Joel Lewis presented his case story on how Coke's increasingly relaxed stance on ownership of some of the tech platforms we use in marketing and sales communications means that, Post our workouts, A purchase can be repurposed for other causes. The masai have a simple idea: If we share the fabrication and data from our marketing work, Not only will we make better work but we can help provide the tools for other developers in neuro-scientific education. The work writings itself. Shows you us. And helps children teach their families. His example of how the Coke 24 Hour Music Session with Maroon 5 had led to tools to assist in treating kids with autism is such a breakthrough and made me even more determined to continue the drive at Coke to be as generous and as purposeful as we can possibly be across all aspects of our marketing output