AGENCY
Raquel Chicourel, Chief Strategy Officer
David Toussaint, Global Head of Strategy
Bia Bonani, Strategy Director
Donna Yan, Strategy Director
Javier Campopiano, Worldwide Chief Creative Officer
Diego Medvedocky, President & CCO LATAM
Brent Singer, Executive Creative Director
Costanza Rossi, Creative Director – Head of Art
Alejandro Devoto, Chief Creative Officer Argentina
Manuel Castillo, Associate Creative Director
Enrique Torguet, Associate Creative Director
Agi Varanyi, Managing Partner
Bridget Yeates, Global Business Director
Harriette Hanson, Global Business Director
Jack Barber, Account Director
Kerrie Braithwaite, Project Director
Townhouse
James Mcpherson, Chief Production Officer
Brooke Kaylor, Executive Producer
Saul Metnick, Executive Producer
Maxine Hose, Executive Producer
Megan Swan, Senior Producer
Kelsey Longo, Producer
Stephen Bernstein, SVP, Director Business Affairs
Angelique Vargas, Senior Business Affairs Manager
Kurt Steinke, Director Of Music Production
Debbie Joyce, Director of Print Production
SUMMARY
Christmas, the 1 calendar event for sparkling drinks and Christmas meals, Coca-Cola’s biggest driver of growth.
We had a challenge no other brand in the world faced. Coke created the Christmas advertising playbook (from Santa to togetherness), but today our competitors were using it to their advantage at our expense.
Our challenge was to increase relevance by rewriting the Christmas playbook for the streaming generation.
We reclaimed our position as Christmas innovators, reinforced our meal associations, and increased volume share by 0.1% in a price increase year.
