Neil Bedwell can't wait for June 12, 2014. That's when more than two years of work will culminate in what he calls "the world's greatest ever social event." And Coca-Cola will be playing a big role.
As global group director of digital strategy and content for The Coca-Cola Company, Bedwell is heading up the company's largest campaign in history for the 2014 FIFA World Cup. It started in September of this year. "Our first piece of social content was a simple image, a story about a fan from Brazil," he says. "It was seen in just a few countries. But it marks the start of a journey that will connect us to every country on earth."
At the opening game on June 12, Bedwell notes that Coca-Cola "will be creating a very special moment for fans around the world." He can't help but add, "And of course, England has now qualified, so I'm also looking forward to watching my home team play on the biggest stage there is."
There's no doubt that Coca-Cola's ambitious campaign is in good hands. Bedwell is a digital native and creative strategy leader with 12 years of agency experience at shops including Isobar North America, de-construct, and Franki &Jonny. He has led work, teams, and businesses in London, Amsterdam, and San Francisco. He joined Coca-Cola's Content Excellence group as digital lead at the end of 2011. His work for the 2014 FIFA World Cup in Brazil is allowing him to develop new ways to create and publish content in real-time across multiple social channels and manage global digital agency relationships.