Jr. Creative Strategist, The Coca-Cola Company

Marketing, Client Side, Planning / Strategy, USA

Junior Creative Strategist (Global Creative Strategies)

Creative Excellence at the Coca-Cola Company has evolved greatly in the past 4 years. Historically we have focused primarily on advertising and design, but increasingly we are being asked to swim both further upstream and further downstream. Upstream we are working much more closely with the brand teams to ensure that our brands are culturally meaningful and holistically defined (brandscaping). We are committed to ensuring that our brands lead popular culture rather than follow it. Downstream we are being asked to oversee the entire IMC process, from brief definition to evaluation of creative materials from our PR, digital, design and experiential agencies. We are committed to delivering Core Creative Ideas that are amplified (not just replicated) as they travel across multiple touch points.

The Jr. Creative Strategist role was created to support the upstream activities of the Coke TM portfolio. Primary responsibilities include (but are not limited to) the following:

•Support and Drive Brand Development Process

- Cultural trend watching.
- Brandscaping - Manage an external moderator to prepare and analyze results from these workshops. Lead the strategy for the sessions by helping to define the visual territory that each of our brands might own.
- Analyzing primary and secondary research. Collaborate with K&I to understand attitudes & behavior of target audience and synthesize this information for use within TM brands.

•Support and Drive creative Brief/IMC brief development process

- Analyze creative landscape in order to identify category conventions.
- Collaborate with the brand teams to understand commercial imperatives.
- Define the role for communication within the project.
- Write creative briefs and support briefing of agencies. Run IMC workshops to define the role for specific media in achieving this.

In addition to these two areas of responsibility the position will include some non- brand-specific creative excellence (CE) duties. These activities are essential in order for CE to keep abreast of what is happening both in the world of communications and the world at large.

•Lead Culture creation within CE

- Organize regular meetings with emerging creative talent within the industry to inform best in class work.
- Organize regular meetings with cultural influencers/people who inspire us to "think differently" about what we do for a living.
- Work with our ad agencies to organize regular creative updates/analysis of competitive activity in the category.

Education:
Bachelor's Degree or relevant work experience required
Related Work Experience: At least 5 years

Technical Skills:

Brand Positioning: Knowledge of specific brand positioning and brand
architecture of The Company's brands.

Brand Strategy Application: Knowledge of the strategic alignment
between local/global properties and brand strategy.

Consumer Focus: Demonstrating understanding of how one's actions
and/or work impact the Company's relationship with consumers.

Consumer Knowledge: Knowledge of in-store consumer purchasing behavior
in order to develop effective in-store merchandising programs.

Global/Cultural Knowledge: Knowledge of cultural differences in
different regions or countries that might impact or limit the
effectiveness of a promotion, property or program.

Marketing/Activation Programs: Knowledge of how brand positioning is interpreted and used in different regions and countries around the world for the development of marketing/activation programs (e.g., specialty/licensed merchandise, sports properties, experiential marketing, consumer promotions).

Agency Management: Knowledge of methods or techniques used and ability to inspire agency performance.

Address: Atlanta, Georgia

Misc Details:

To Apply for this position:
Please visit our Website at www.coke.com (Coke in the USA – Careers)
Position Title: Jr. Creative Strategist
Job ID: 12001

Web: http://www.coca-cola.com/

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