In the second session of the advertising conclave at the Goafest 2012, Jonathan Mildenhall, vice-president, global advertising strategy and creative excellence, Coca-Cola, spoke about how he wants cultural hits that drive commercial hits. Giving an example of a discussion with Milan Luthria who didn't change the name of the film even though there was strong agitation behind the name of the film He stuck with it and he didn't mind if people didn't go watch it.
Goafest 2012: "Conflict brings great ideas," says Jonathan Mildenhall
Coca Cola's Mildenhall spoke about 'The Liquid Approach' in the second session on day one at Goafest 2012
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