“Woodbury can not only present the idea but also make it happen,” Vega said. “That was a clear differentiator when you think about him and think about his output and his real connection to culture is what made it a no-brainer for us.”
In his new role, Woodbury will focus on areas such as film, music and music videos, said Vega. He will also help lead the 40-plus Ogilvy employees dedicated to the Coke business.
Coke for years has created original content and it made a significant push in the music world last year when it launched the “Coke Studio.” The initiative is meant to create original music such as its most recent release, “Be Who You Are (Real Magic),” which was written and performed by Jon Batiste alongside artists NewJeans, J.I.D., Camilo, and Cat Burns. Ogilvy, as part of the Open X team, also helped launch Sprite’s first global music campaign.
Read more: Sprite music marketing goes global
“The way people move through the landscape is not linear anymore,” Vega said regarding the recent push for brands and agencies to be more involved in entertainment. “They move through platforms. They go from Spotify to TikTok, from TikTok to other platforms. They go to HBO Max. They move all around these different places, or they take elements from culture and they become part of social media … so it has to be part of the delivery.”
Woodbury said, “Work that resonates and elevates culture is what I’ve built my career on. It’s my driving ambition. The ability to continue to do the same for The Coca-Cola Company, the globally iconic leader in culture marketing, is a treasured opportunity.”