Analysis Marketing
Adrian Peter Tse
Jan 22, 2015

Tending Coca-Cola's incubator of inspiration

THE FACE BEHIND THE BRAND: Coca-Cola’s Asia marketing director Peter Schelstraete believes that linking the realities of the market to ‘big creativity’ is the way of the future.

Schelstraete advocates a ‘cloud of creativity’ to allow marketing to grow from the ground up rather than being imposed from the top down

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Baidu PR head apologises after backlash sparked by controversial videos

1 Baidu PR head apologises after backlash sparked by controversial videos

'Hire women: They do all the work and take none of the credit’: Cindy Gallop gets candid with Campaign

2 'Hire women: They do all the work and take none of the credit’: Cindy Gallop gets candid with Campaign

Baidu PR head departs company following controversial videos

3 Baidu PR head departs company following controversial videos

The changing face of political ad campaigns in India

4 The changing face of political ad campaigns in India

Apple's 'Crush' ad elicits backlash from marketing and PR pros

5 Apple's 'Crush' ad elicits backlash from marketing and PR pros

Plagiarism scandal fallout: DDB Philippines loses Tourism Dept contract

6 Plagiarism scandal fallout: DDB Philippines loses Tourism Dept contract

Move and win roundup: Week of May 6, 2024

7 Move and win roundup: Week of May 6, 2024

Pepsi unveils new logo and identity; colours 120 markets in electric blue

8 Pepsi unveils new logo and identity; colours 120 markets in electric blue

Is there a place for 'fake OOH' ads in the industry?

9 Is there a place for 'fake OOH' ads in the industry?

Women Leading Change Awards 2024: Winners revealed

10 Women Leading Change Awards 2024: Winners revealed

Related Articles

Women to Watch Asia Pacific 2023: The marcomms trailblazers making a difference
Oct 25, 2023
Campaign Editorial

Women to Watch Asia Pacific 2023: The marcomms ...

Coca-Cola lifts full-year outlook as it steps up marketing spend
Oct 28, 2021

Coca-Cola lifts full-year outlook as it steps up ...

SXSW: Five days that make Black Mirror look like Bagpuss
Mar 21, 2024
Damon Collins

SXSW: Five days that make Black Mirror look like ...

Storytelling and measurability: Why creatives are embracing digital out of home
The Information
Feb 18, 2024
Sabrina Sanchez

Storytelling and measurability: Why creatives are ...

Just Published

Agency Report Card 2023: FCB
The Information
10 hours ago
Staff Reporters

Agency Report Card 2023: FCB

A year of transformative change for FCB in key markets, as the addition of Kinnect and continued strength from FCB/Six continues to drive business growth in India and New Zealand, respectively.

Alibaba, Tencent beat forecasts with strong results
11 hours ago
Minnie Wang

Alibaba, Tencent beat forecasts with strong results

Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.

Southeast’s Asia’s top 50 brands 2024
11 hours ago
Matthew Keegan

Southeast’s Asia’s top 50 brands 2024

Customers who participated in a comprehensive research survey conducted by Milieu Insight and Campaign rated Samsung and Shopee at the top of their list. View the other 48 brands who made the cut.