BY Elizabeth Carlson (’17)
This week, Adweek has been looking into why Atlanta is becoming the envy of the marketing world. “Adweek is rolling out a wide array of stories about how Atlanta has become a modern Mecca for marketing and media – and how the city’s leaders are continuing to build on that success,” according to the article titled, Adweek Looks at how Atlanta Has Become the Envy of the Marketing World, one of several articles in the magazine’s “City Spotlight” series.
In “Meet the 20 Rising Brand Stars Who Are Bringing Global Attention to Atlanta,” the authors feature two rising stars. The first is Brynn Bardacke, who is VP North America Content & Creative Excellence for Coca-Cola. She is considered the mastermind for her marketing leadership behind the scenes for the company. The article says, “Bardacke oversees the development of ads for all of Coca-Cola’s brands, including Sprite, Diet Coke, Powerade, Smartwater, Vitaminwater, Simply, Minute Maid and Odwalla.” Coca-Cola was founded in Columbus, Georgia in 1886 by a pharmacist named John Stith Pemberton. The company is headquartered in Atlanta.
Bardacke states, “It is a privilege to work at an Atlanta-based company that has inspired both local and global marketing communities for over a century.” SVP of Brand Marketing and strategic communications for Coca-Cola Stuart Kronauge notes, “Bardacke is evidence that you can bring creativity to a company’s internal processes, not just the work consumers see.”
The next star is Shera Shrago, Senior Director of Ecommerce & Digital Marketing for Carter’s. Shrago became a part of the company when they first set up their website. Ever since then she has been an asset to the company, according to the article, which says, “Seven years later, she’s credited with helping helping build the baby-clothing giant’s digital strategy brick by virtual brick.”
The goal of the Carter’s website is to drive both online and foot traffic. The digital world is evolving and changing almost daily, which makes Shrago’s job challenging. Speaking about Atlanta, Shrago says, “Atlanta is an ideal spot for learning and innovating…It’s home to big brands but few direct competitors, which means marketers are willing to talk shop.” Marketing clothes may be different from Coca-Cola, but both have to keep up with trends of fashion in order to satisfy changing consumer preferences.
In Adweek’s “Georgia’s TV and Film Industry Now Brings in $7 Billion a Year, Fueled by Smart Incentives” on the Atlanta’s TV and film industry, the author shows how financial incentives and a runaway hit like The Walking Dead can put a city on the entertainment map.
Atlanta has recently been giving Hollywood a run for its money. Several big-budget films have recently been filmed in Atlanta, including “Guardians of the Galaxy: Vol. 2”; “The Fate of the Furious”; “Spider-Man: Homecoming”; and “Hidden Figures.”
After its first season, “The Walking Dead” moved filming to Senoia, which is 35 miles outside of Atlanta. According to the article, “Georgia’s incentive program has succeeded where others like Michigan and Florida’s have failed, in part because the state already had solid infrastructure in place.”
Georgia is a great role model for other industries and states around the country, even well-heeled competitors like New York and California.
For more information on this article visit: Adweek.com
Elizabeth is a senior graphic design major and an advertising minor. When she is not in the classroom, she is Assistant Design Editor for The Wood Word, or she is playing for the women’s soccer team at Marywood.