Final excerpts from my source interview with Prinz Pinakatt, head of interactive marketing for Coca-Cola Europe, for my new book, THE ON-DEMAND BRAND.

In this final segment, Pinakatt describes building what he calls "brand love" through integrating traditional and digital marketing - including the hugely successful "Happiness Factory" campaign, an age-old favorite that spanned television, radio, online games, branded videos, mobile and much, much more.

Along the way, you'll hear some important insights on Coke's expectations for ad agency partners.

(Approx. 4:01)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

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