About The Author
Kendra Lively

After gaining a decade of experience as a Creative Director, Kendra joined Phase 3 with the acquisition of Brand Fever in 2015. The lynchpin of the Phase 3 creative team, she guides projects from beginning to end, overseeing design innovation and execution to ensure it solves the defined business problem through creative excellence. With expertise in branding, integrated marketing campaigns, design systems and user interfaces, Kendra is a talented leader who inspires work that is individually motivating and collectively influential.

OnBranding Episode 23: Coca-Cola, Guy Duncan

 

Guy Duncan is a man of many Chuck Taylors. Several dozen, actually. Which is fitting, since the Coca-Cola Global Creative Director is always stepping foot on a new continent, managing Coca-Cola, Diet Coca-Cola, and Coca-Cola Zero–the trilogy of Coca-Cola brands–and overseeing all major international marketing, advertising, and content initiatives, including worldwide events such as the Olympics and World Cup.

 

Coca-Cola, consistently ranked as the world’s top global brand, has championed marketing based on its “Open Happiness” and “Share a Coke” campaigns, as well as its “Content 2020” vision for innovation, design, digital engagement, and branded communications. Its most popular YouTube spots typically feature a vending machine and spontaneous stunts, like dance-offs and singing competitions. In some cases, the machines have been placed in areas where political and social upheaval prevent Coca-Cola consumers from face-to-face interactions, therefore attempting to bring peace.

On this episode of On Branding, Guy tells us how Starsky & Hutch introduced him to the facets of brand storytelling, why placing the consumer as a hero in Coca-Cola’s offbeat advertising makes an impact beyond geography or language, and what the challenges are to being the world’s most highly ranked creative director.