Last week, Casa Mexico in Cannes presented Marta Fontcuberta Rueda, Regional Integrated Marketing Communication Director LatAm of Coca-Cola. Marta explained to the audience how Coca-Cola has developed and implemented global communications platforms for the brand.
"The secret is now finding social tensions that really matter in the world and how to work with the best agencies in order to find ideas that are universal. That is, ideas that are not foreign no matter where they are – ideas that travel with no passport of origin. Campaigns whose liquid idea becomes so contagious and modular that that fuse with the values of local cultures of any country in the world," said Rueda.
"Coca-Cola has historically invested in creativity that is committed to the relevant issues in the world. Continuing this legacy, in recent years Latin America has led a communication platform (Cultural leadership) to tell the stories that today are culturally relevant and provide a real and optimistic point of view about them. Coca-Cola invites us to participate in this movement of believing that good prevails and wanting to make a difference in the world we live daily," she added.
Marta has 25 years of experience in the communications industry and over 13 years in Mexican and global advertising agencies. She has worked at The Coca-Cola Company Mexico since 2010.
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Categories: Soft Drinks, Carbonated Drinkslbbonline.com, Fri, 21 Jun 2013 06:27:56 GMT