Coca-Cola’s VP of Global Design headlines at Visual Media Conference 2016
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- Meeka Walwyn-Lewis on April 14, 2016 inPress Release
Coca-Cola’s VP of Global Design headlines at Visual Media Conference 2016

A packed audience was able to ‘Taste the Feeling’ when son of Huddersfield, James Sommerville – now based in Atlanta, joined the conference by video link. He gave a master-class on visual media illustrated by a tour of the Coca-Cola brand from its inception to the ‘Taste the Feeling’ campaign he created – their first one-brand global campaign that has reached 2 billion consumers in 200 markets. Sommerville also shared his journey from ‘unemployed street artist in Yorkshire’ starting his first business with help from The Prince’s Trust by answering questions drawn from the 133 young creative and digital business start-ups they have helped recently in the region with additional support from The Printing Charity. One of them – photographer for the day – Kate Love, proposed the vote of thanks.

Now in its third year the VMC, organised by CDi Yorkshire – the Network of Networks in the region’s digital sector, attracted over 300 registrations and an audience nearly triple the size of the first VMC, featuring brand owners and agency heads. The speaker programme saw industry experts debating and challenging pre-conceptions in their respective skill sets.

Robert McClements, CEO of CDi Yorkshire, said, “We wanted to focus on any channel that a marketing director would spend their budget on – that ranged from social, PR, print, augmented reality through to TV. The final session “The Reveal” presented a detailed analysis of the campaign used to promote the conference itself.”

The findings confirmed some expectations and reaffirmed that the total impact – tripling the audience size – was achieved by having a truly ‘integrated campaign’. Digital print and data were used to great effect to drive traffic to the web where there was a clear correlation of bookings and each phase of the campaign. Close cooperation between BPIF Marketing Director, Amy Hutchinson; print house ProCo; and a stunning design by Jaywing created a compelling call to action.

CDi Yorkshire is a Special Interest Group of the BPIF working with its many supporters and promoting the LEP Business Growth Programme and Skills Service. It is a supporter of the Leeds Digital Skills Action Plan and is a keystone in the drive to establish a Digital UTC in the region. CDi Yorkshire also sits on the steering group of Leeds Digital Festival – a six-day programme of events, from April 25th to 30th, celebrating digital culture in all its forms. See more at: www.leedsdigitalfestival.org

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