MIDEM 2009: Coke case study - Exploring new models for brands and music partnerships

Coca-Cola has created a truly unique music initiative that ties into a global campaign (over 100 markets) in partnership with Atlantic Records/Warner Music Group and the entertainment marketing agency Brand Asset Group. In line with its rich musical history, Coke has brought together a select group of music's top artists and producers, across genres, to create and perform a new single while creating a unique business model. This session offered the possibility to learn from all stakeholders the steps of this very unique deal. Speakers:
Joe Belliotti, VP, Brand Asset Group (USA)
Jonathan Daniel, Manager of Fall Out Boy & Panic at the disco and Founder, Crush Management (USA)
Umut Özaydinli, Global Music Marketing Manager, Worldwide Sports & Entertainment Marketing, The Coca-Cola Company (USA)