Coca-Cola craves new creative

Kramer, Louise; Petrecca, Laura; Snyder, Beth
February 1999
Advertising Age;2/8/1999, Vol. 70 Issue 6, p1
Trade Publication
This article reports that Coca-Cola Co. is quietly hearing pitches from at least three of its roster advertising agencies for its flagship Coca-Cola Classic brand. McCann-Erickson Worldwide and D'Arcy Masius Benton & Bowles, both New York, and Leo Burnett USA, Chicago, have presented creative work to top Coca-Cola executives. All three agencies referred calls to Coca-Cola. Coca-Cola has an unusually long roster of agencies, with 24 shops working on creative assignments; the company's global marketing budget is $1.6 billion. Coca-Cola Classic currently is handled by Edge Creative, Santa Monica, California, the agency spun off from talent shop Creative Artists Agency specifically to handle the Coca-Cola account.


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