CEE Content Lead | COCA-COLA

After 14 years in some of the top advertising Agencies (Ogilvy, Saatchi & Saatchi London, and Leo Burnett) as Global Account Brand Lead on some of the biggest Clients (Diageo, P&G, Coca-Cola, Unilever, PMI to name a few), Camilla is currently working as CEE Content Lead at Coca-Cola, based in Milan, but working for the largest Business Unit counting 27 markets. She has recently lead the Global X-mas Campaign for Coca-Cola. She is passionate and curious and always embracing the new challenges ahead with the spirit of a fighter and a seeker.


1. What was your very first job?

At 17 yrs. whilst doing my exchange year in the US, I started with the classical baby-sitting job, then during university in the UK I worked in different exhibitions, and in a shoe shop. But the most fun job I had was working as interpreter and team attaché of the national Russian swimming team during a European championship.

2. Please describe, in your own words, what your job is and what work it entails.

I develop Content for Coke across the CEE (Central and Easter BU).

I try to bring the Brand closer to our consumers, winning over their hearts.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

Creativity is part of who I am, in many aspect of my life: fashion, design, art. It’s something that I love and makes me feel alive. Of course, I didn’t know it would have lead me here, where I am today, but destiny took over and showed me the path.

A lot of it was due to following my guts and see where it would take me, staying open to opportunities and possibilities. Being always curious and open to changes.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

I look outside of the work world, I observe my teens, see how they react, what they interact with, what they like, what makes them laugh. I observe the world outside, it could be just the window of a shop, or the manifesto for an art exhibition, or how people are dressed. Of course, I am an avid consumer of Netflix and an avid reader. I love fashion and I like looking at people on Instagram. Anything that can open a window into a different world from mine, anything that can give me inspiration or new outlook on life.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

I recently developed the Global X-mas campaign for Coke, which has been an amazing experience and I am super proud of. It hasn’t gone public yet, so I cannot really talk about it much, but I can say that it has been a real journey, not so much for the creativity itself, although I love it, X-mas is not really the time to go crazy, but for the things I have learnt. To develop something that has to be used by everyone in the world, you need to be open, learn to be humble and collaborative, you need to listen and take on board feedback, you need to deal with many big egos and make sure you land somewhere that works and does not kill the idea. The innovation here is in the way of working, and in making sure that you have a campaign that everyone will like and understand, and that can talk to literally everyone no matter the race, the age, the different culture and what they like.

But in the end the feeling of reward that you get is amazing!


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