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Music & Brands: Coke, K'naan & 2010 FIFA World Cup Campaign

Posted by Shirley Brady on January 27, 2011 12:00 PM

Brandchannel wrote about Coca-Cola's sonic branding at the 2010 World Cup around K'naan's Waving Flag anthem.

Now, watch the MIDEM 2011 panel in Cannes, which featured Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing for Coca-Cola; James Diener, CEO/President, A&M/Octone Records; and K'naan's manager Sol Guy. The moderator: Umut Özaydinli, who holds the delightful title of chief of possibilities at Deviant Ventures.

The panel description: "Coca-Cola & K'naan developed a groundbreaking deal for the brand's massively successful $300 Million, 150-country FIFA World Cup 2010 Campaign. This deal set a new standard by which to measure success as it relates to artist and entertainment branding. All its facets were unveiled by those who made it come to life."

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