For Coke Zero we asked ourselves, why imagine the taste when you can try it for yourself? So we created the first drinkable advertising campaign, offering free samples through unexpected channels – including a twist on the classic billboard. Organizing for the Content So does King Content have feet of clay? Not if it looks to what it can do at its best: to arouse, to entrance, to enable and to empower. But there is one caveat. How to organize for it? As it happens, that’s not as easy as it sounds. Not only do we need to help brands and media partners work together in new ways, we ourselves in the advertising industry needed to find new structures. With anything new and complicated, it is easy to get caught up in the planning and strategy. Those elements are crucial, but when it comes to any kind of creative work, what matters in the end is the doing. I was once asked to paint a slogan on a slogan wall at one of our offices in China on the subject of strategy. Over-sated with several days of strategic discourse, I wrote the words “superior execution is the highest form of strategy”. It was greeted with a certain surprise.