Jenny Chan 陳詠欣
Apr 17, 2013

Q&A: How Coke's 'Content 2020' strategy will fizz up in China

SHANGHAI - Because remarkable content has surpassed the traditional 30-second TV ad as the most valuable currency when it comes to brand love, Coca-Cola has adopted its 'Content 2020' initiative, and Amy Chen is the person responsible for deploying it in China.

Chen, interactive marketing director at Coca-Cola China, told Campaign Asia-Pacific how she will adapt the company's strategy in her market.

Personally, I am seeing marketing as a pure discipline being combined with communications. It used to be separate, but the line is blurring and overlapping. We will be adopting the brand's global 'Content 2020' strategy in China. Content is the main driving factor, with everything else as a means to present content. And social media...

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