Soft drinks giant the Coca-Cola is "missing a trick" when it comes to its digital advertising, given that 30% of its ads underperform, according to Palenicek , senior insights manager for the Western Europe . Speaking at the Neuromarketing World Forum yesterday (30 March), Coca-Cola’s senior insights manager for Western Europe, Adam Palenicek, said the brand spends more than £300m every year on media in Western Europe alone, and tests in excess of 170 ads a year. Speaking at Marketing Week , Adam Palenicek said Coca-Cola spends more than £300m ( $376m ) annually on media in the Western Europe region, and tests in excess of 170 ads a year. However, ad testing in conducted "too late" in the creation process, meaning that the firm often cannot refine its messaging or ideas, said Palenicek .
Soft drinks giant the Coca-Cola is "missing a trick" when it comes to its digital advertising, given that 30% of its ads underperform, according to Palenicek , senior insights manager for the Western Europe . Speaking at Marketing Week , Adam Palenicek said Coca-Cola spends more than £300m ( $376m ) annually on media in the Western Europe region, and tests in excess of 170 ads a year. However, ad testing in conducted "too late" in the creation process, meaning that the firm often cannot refine its messaging or ideas, said Palenicek .