Luciana Mendes, senior director of creative strategy at Coca-Cola; and Rafael Pitanguy, deputy global CCO at VML, will talk about Coca cases
In a 40-minute panel at Adweek Latam in Mexico, experts will explore how creativity is deeply rooted in Latin America’s cultural diversity, and how it shapes the way brands engage with consumers.
For example, Coca-Cola.
The speakers, Luciana Mendes, senior director of creative strategy at Coca-Cola, and Rafael Pitanguy, deputy global CCO at VML, will delve into how local cultural dynamics influence brand strategy in the Latin American region and how they can be used to create impactful campaigns that go beyond traditional marketing.
Executives will discuss the role of creativity in shaping Latin American culture and its impact on consumer behavior; how leading brands like Coca-Cola leverage cultural insights to drive impactful brand narratives; and practical strategies for aligning brand initiatives with local cultural dynamics in order to build relationships with consumers.
As an example, executives should highlight recent cases such as “Thanks for Coke-Creating”, “Magic Duos” and “Santa Stories”, all created by Open X in partnership with different VML offices – the latter, in partnership with Amazon.
