marketing questions

https://www.youtube.com/watch?v=zZO-yBEXAZQ

Watch this video, write a short paper answering the (2) questions

Jonathan Mildenhall, who was named to Ad Age's Creativity 50 in 2012, was senior VP integrated marketing communication and design excellence for Coca-Cola North America. Prior to that role, he had served the company in a global marketing role since 2007.  Mr. Mildenhall joined Coca-Cola from the agency world, where he held a variety of roles at agencies in the U.K.   Jonathan Mildenhall  joins Airbnb at a time when it's ramping up its marketing and its global footprint.  This video of Jonathan Mildenhall guest lecturing on MMU Business School is a little lengthy but it is filled with incredible insights on creating an advertising campaign and how important creativity is to the process.  

Jonathan mentions a few things I would like YOU to comment on :

(1) What is he talking about when he mentions that "open happiness" is a call to action and into emotions?

(2)  He mentions that creativity does four things.  What are they and do you agree?    

A short paper is 300-500 words

Due in 24 hours.