Paris – Jonathan Mildenhall, Vice President Global Advertising Strategy and Content Excellence for The Coca-Cola Company, is headlining MIPTV 2012’s Branded Entertainment programme. He will deliver a Media Mastermind keynote address on 2 April. Mildenhall will explain Coca Cola’s marketing strategy – an approach that the company calls “Liquid and Linked” – to create compelling content that engages audiences in innovative ways, building emotional connections across multiple consumer touch points in order to drive value for the business. He joined the company in 2006 and is responsible for leading global creative vision and strategy for the company’s portfolio of global brands. In his role, he oversees marketing communications strategies, core creative idea development and content production. The two-day Branded Entertainment programme also features a series of sessions and screenings demonstrating the effectiveness and value of branded content to production companies, agencies, brands, broadcasters and digital platforms.