Coke's Ahhh! campaign

Quick thought: 20 secs into the 2020 video and I’m hit with ‘Advertising [dollars…] —-> Content’. We all knew that, but it speaks to Content (with all its flavors -Strategy, Marketing, …) replacing Advertising and experiencing exactly the same fundamental challenge, i.e. grabbing audience attention. Just because we throw in more buzz words like engagement doesn’t mean the fundamental problem is not the same. That to me remains the single biggest issue facing Content Strategy….and it’s an incredibly exciting one. The good news is that Coke is admitting that their focus is shifting away from Advertising aka ‘Creative Excellence’ to Content. Can’t imagine the big ad agencies standing still through all this. Won’t ‘Madison Avenue’ end up owning ‘Content Strategy’ for the Fortune 500 the way they’ve owned advertising? If you think this is poppycock, then you know the line that say “through the stories we tell, we provoke conversations and earn a disproportionate share of popular culture”…well just replace the part in bold with advertising. This is not news, it’s just good to see it in ‘black and white’.