Why Coke was better than Pepsi at purposeful advertising | Get ready for the mixed reality era

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Campaign Sunday Supplement May 28, 2017

In-depth reads from across Campaign, covering brands, agencies and media Why Coke was better than Pepsi at purposeful advertising Phil Teer Phil Teer explains why Coke's plea for perfect harmony was so much more persuasive than Pepsi's decades later. Get ready for the era of mixed reality Abi Morrish For brands, transformation should be about combining the online and offline worlds through technology to make consumers' lives easier, Abi Morrish writes. Snap election fever: Three political campaigners share their battle stories Laura Muse When you're working on a political campaign ahead of a snap general election, the stakes are high and time is brutally short, Laura Muse writes. Co-creation: Why brands must collaborate to survive Matt Hay The future for brands lies in partnerships that create new value. By Matt Hay, co-founder of co-creation agency Latimer Group and chief executive of co-creation platform Bulbshare. Media's existential threat? Sue Unerman There's no need to fear how artificial intelligence, programmatic and other technologies are disrupting the media landscape. Instead, we should welcome challenges to the status quo and old habits, Sue Unerman explains. Has the promise of brand purpose been overblown? John Tylee After a raft of ads that have come under criticism for consumers for being tasteless, John Tylee investigates whether brands are taking the concept of "purpose" too far. Guardian pins hopes on branded content Maisie McCabe Guardian Labs differs from its rivals thanks to an editorial approach, executive editor Imogen Fox tells Maisie McCabe. Simplicity and repetition is key in election campaigns Giles Kenningham People want security, but advances in tech mean everything moves at a relentless pace. This is the conundrum facing political parties, says a former head of press at No10. Why BuzzFeed is licking its lips over Tasty Simon Gwynn BuzzFeed's food platform Tasty has evolved from a purveyor of somewhat gimmicky food porn to a platform exploring every angle of food culture - and it has built an audience that brands are starting to notice. A view from Dave Trott: Fly the friendly skies Dave Trott Shelia Frederick had been a stewardess on Alaska Airlines for ten years. Promoted Teads: brain science at Media360 Eleanor Kahn Teads hosted a hub session at the UK media industry's most important annual conference on 18 May. Here's the low-down from MD, Justin Taylor... Subscribe now If you are enjoying this bulletin, subscribe now to get even more news, analysis and insight from Campaign, including unrestricted access to campaignlive.co.uk. Click here for subscription options from just £37 a quarter. Subscribe now Campaign Jobs Business Development Manager - £75K £75K basic+commission Morgan Rutherford Associates, London (Central), London (Greater) Strategy Director £80-85K Direct Recruitment, London (Central), London (Greater) Business Director - Creative Advertising Agency £70k - £75k Spectrum 360 Recruitment, London, Central, Soho Copywriter/ Digital Content - Financial Services £36000 - £39000 per annum + great benefits Regan & Dean Recruitment Limited, London Marketing Manager - Creative Solutions to 50k to £50.000 plus benefits The Space Business, London (Central), London (Greater) Marketing Manager for 72Point and OnePoll Competitive 72 Point Ltd, London FASHION MARKETING MANAGER (CONTRACT) Competitive Package + Benefits Mission, London (Central), London (Greater) Account Director Competitive salary + benefits Big Dog, London (Central), London (Greater) Agency Sales Account Manager Competitive salary package with ability to earn 60% of salary in bonus Primesight, W1T 2BU, London Business Director - Client Planning Competitive Package + Benefits MediaCom, Leeds, West Yorkshire

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