Agency team contribution at 360i
As part of the 360i team, David helped Coca-Cola's integrated marketing org spot what was coming next — and translate it into recommendations that moved the business, not just the deck.
How David was engaged: This was an agency team engagement — David contributed as part of the 360i team servicing the Coca-Cola account, not as a solo consultant.
David's work & commentary featured in
Coca-Cola's integrated marketing team didn't need another trend report — they needed a trusted outside lens that could spot what mattered and tie it back to Coke's portfolio strategy. 360i held that relationship; David contributed as part of the agency team.
Most trend work for big brands is decoration: it sounds smart, doesn't ship anything. The brief was to surface emerging digital, social, and tech signals AND translate each one into a recommendation that connected to a real Coca-Cola business goal.
Embedded into the 360i × Coca-Cola working rhythm with a 'trend-to-decision' lens on every recommendation.
Continuous monitoring of digital, social, and emerging-tech trends relevant to the Coca-Cola portfolio.
Every signal got a 'so what' — tied to a specific business outcome the Coca-Cola team was already accountable for.
When a trend pointed to a startup capability, helped seed pilots like Coca-Cola × SCVNGR.
A long-running trusted-advisor relationship in which trend intelligence consistently led to actionable, business-aligned moves.
"David has been an invaluable resource. He helped to keep Coca-Cola up on the latest trends while ensuring any recommendations were strategically aligned to drive business results."
— Linda Cronin, VP Integrated Marketing, Coca-Cola
No — this was an agency team engagement at 360i. David contributed as part of the team servicing the Coca-Cola account.
Emerging-trend intelligence translated into business-aligned recommendations for Coca-Cola's integrated marketing organization, plus seeding of in-market brand-startup pilots.