Coca-Cola admits 30% of its ads are not as effective as it wants

Coca-Cola is looking to improve the effectiveness of its digital advertising after admitting consumers are growing ever more impatient and it is “missing a trick” when it comes to ad optimisation.
Speaking at the Neuromarketing World Forum yesterday (30 March), Coca-Cola’s senior insights manager for Western Europe, Adam Palenicek, said the brand spends more than £300m every year on media in Western Europe alone, and tests in excess of 170 ads a year.
Through testing the