CHAPTER 6Tomorrow’s Media Companies

If all you have is a hammer in the toolbox,everything looks like a nail.


If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement. This is the moment in the movie when Jerry McGuire (played by Tom Cruise) wakes up in a cold sweat and writes what he believes is the future direction for his sports agency: one with fewer clients, more customer service, and more individual attention on the athletes.

Jonathan Mildenhall, vice president of global advertising strategy for Coca-Cola, had a similar vision—except that instead of being fired as Jerry McGuire was in the movie, he’s leading Coca-Cola into the content marketing revolution. Mildenhall’s “blue mission statement” is ...

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