#jonathan mildenhall

[dapperdanofharlem]

“Growing up in Harlem, @EbonyMag was the first publication that showed me how dignified and cultured people of color could be. I am so honored to be included in the 2017 #EbonyPower100.”

Read more: http://www.ebony.com/power100-2017/

[quotesnzitate]

If you don’t have room to fail, you don’t have room to grow.

Jonathan Mildenhall

[mauitime]

Virgin America now offering flights connecting Maui and San Francisco

Virgin America now offering flights connecting Maui and San Francisco

Virgin America’s long awaited entry into Maui’s airspace officially arrived Dec. 3 with fares to San Francisco at less than $200 one way (including taxes and restrictions applying). The airline will offer travelers two inbound and two outbound flights each day between San Francisco and Kahului, Maui–with connecting flights from most Virgin America markets including Los Angeles and New York. “As…

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[sustinable-blog]

For its 1st edition, the Kristal Elma Yaratıcılık Festivali was full of amazing campaigns and speakers with sustainable messages! Here is a selection of ve...

[goodproduce]

[charliegrinnell]

Content 2020 is The Coca-Cola Company's marketing mission statement. It is the brainchild of Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence. There is a lot of info to absorb in this, but a couple of key themes that stuck out to me are: liquid and linked content is going to reshape the marketing & advertising world and the brands who figure out how to master realtime global storytelling will be the most successful. 

[relevantandvaluable-blog-blog]

In 2011, led by Jonathan Mildenhall, someone about which I know very little but should know very much, Coca Cola basically spilled the beans of their long-term marketing strategy.

He says:

"Content 2020 feels more like an internal video prepared especially for the Coca-Cola marketing team, laying out their strategic vision for the future. Overall, it’s the strategy that Coca-Cola’s marketing future rest on the ideals of content marketing."

It's a true expression of content excellence. It educates marketers about the necessary shift to content marketing, while showing the smarts of the Coca Cola marketing strategy.

Main points:

Coca-Cola needs to move from creative excellence to content excellence;

They need to develop content that makes a commitment to making the world a better place and to develop value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola, and

Through the stories they tell, to provoke conversations and earn a disproportionate share of popular culture.

This is an amalgamation of this article and this report.

[jonathanmildenhall-blog]

A Stream of Ideas - Featured on Huffington Post

Hello All!  

The pace of life and work has been incredible with phenomenal results that have made the long days well worth the energy.  I've just posted a recap and POV on the beauty of Cannes Lions and how Coca-Cola will continue to leverage the power of creativity to grow business results.  While in Cannes I also had the privilege of publishing the below article on the much esteemed Huffington Post.  I have included the article below to share my experience but you can also read the article here.  

Thanks for all the great support and here's to another great year!

-JM

A Stream of Ideas

Tuesday June 19th was one of those days when I constantly have to pinch myself to prove that it is all real and that this wonderful life I lead isn't some fantastic dream. Why was Tuesday so special? Well I was lucky enough to get invited along to the WPP event Stream@Cannes. The invitation was irresistible: "It won't be tidy. We are delving into creativity, technology, innovation, content and networks -- but they are inadequate words and anyway they all overlap. The idea is to open things up; not to prescribe but to enlighten."

Personally, I would have spent all day locked up in the basement of the Palais wallowing around in these subjects but Stream@Cannes went one better by boating us all out to an island just off the coast of Cannes. Once there we mingled, lunched, presented and discussed. It was a brilliant day. I learned loads and met many, many people who are simply transforming the world for the better. I felt very privileged indeed. So what were the three key learnings I took away with me?

1. The Golden Triangle of Good

Well, the first thing I learned is that the next wave of marketing innovation will come from genuine cross industry collaboration. We are going to see a dramatic upswing in what I call "the golden triangle of good." What I mean by this is that businesses, NGOs and governments will increasingly work together to develop solutions to the challenges that face planet earth and humankind.

There was much talk about this. The provocative and funny Arianna Huffington, the creative powerhouse Shane Smith (Vice), the intellectually brilliant Roy Sutherland (Ogilvy) and the humble visionary Jeff Weiner (LinkedIn) all laid down the mandate for marketing action for good and called for brands to make bigger, more public declarations of intent. There was one frustrating challenge from the audience on this: "You have to have a plan before you make the declaration, don't you?" I think we missed the point.

The challenges the world faces now are so vast that no one can possibly have the plan worked out.

At The Coca-Cola Company we are absolutely committed to doing our part to ensure the world becomes a better place. One of our initiatives that Arianna called out is the "5x20 -- the empowerment of 5 million female entrepreneurs by the year 2020"; this is a huge declaration. But we absolutely believe in equality, in female empowerment, in small businesses and in community focus. And, of course, more female entrepreneurs makes sound business sense for us too. Now, when we made this declaration two years ago, we didn't have the linear business plan laid out. Not at all. However, we knew we needed to work with NGOs, governments and other partners to develop the hundreds and hundreds of strategies around the world that are going to help us realize this huge and important goal.

If the marketing industry is going to rise to this critical call to arms then I truly believe we need less talk, less planning and a whole lot more action.

2. We are made of stories

The second key learning I took away was about the increasing opportunities that technology presents in terms of telling deeper and more immersive stories.

The high 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 illustrations of technical storytelling capabilities.

Yoni, an Israeli rockstar turned interactive video entrepreneur, in particular stunned the audience with the demonstration of his proprietorial technology that allows viewers to bespoke their own discoveries of music videos, films, books, catalogues, songs. You can play with the work he did for Madewell fashionhere, which lets you choose between blond and brunette, chic or geek bag or shoes, all while the models keep singing (you might like to know, that disproportionately high number of people who chose shoes led Madewell to redesign their website).

The application of his technology is utterly limitless and had my mind spinning about how we at Coke will work with him and his company Interlude.

3. Open source marketing

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 communications means that, post our activities, the investment can be repurposed for other causes.

They have a simple idea: if we share the development and data from our marketing work, not only will we make better work but we can help provide the tools for other developers in the field of education. The work documents itself. Teaches us. And helps children teach themselves.

His example of how the Coke 24 Hour Music Session with Maroon 5 had led to tools to help treat 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.

So, thank you WPP. You gave me an wonderful experience. But more than that, you filled my head with ideas and filled my heart with pride.