CAA learns a lesson

May 1992
Advertising Age;5/11/1992, Vol. 63 Issue 19, p28
Trade Publication
Presents the author's views on the entry of Creative Artists Agency (CAA) into consumer product advertising and marketing. Determination of CAA executive Mike Ovitz not to turn the operation into an advertising agency; Implication of Ovitz's decision to hire veteran advertising man Len Fink to work on global marketing strategies and creative execution for Coca-Cola Co.; Ways in which advertising agencies should react to the move by CAA.


Related Articles

  • The challenge from Hollywood.  // Advertising Age;9/16/1991, Vol. 62 Issue 38, p18 

    Editorial. Comments on the deal of Coca-Cola Co. with Hollywood superagent and dealmaker Michael Ovitz and his Creative Artists Agency (CAA) in 1991. Explanation for the selection of the CAA as communications consultant; Influence of advertising agencies as business advisers; Outlook for...

  • CAA wants control over Coke account. Wells, Melanie // Advertising Age;11/2/1992, Vol. 63 Issue 45, p3 

    The article reports on the search for advertising staff at Creative Artists Agency in the United States for the creation of a Coca-Cola Classic advertising campaign. CAA has made offers to appoint creative directors, Bob Needleman and Frank Fleizach for the campaign. The company plans to...

  • Coca-Cola craves new creative. Kramer, Louise; Petrecca, Laura; Snyder, Beth // Advertising Age;2/8/1999, Vol. 70 Issue 6, p1 

    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...

  • CAA to help Coca-Cola with marketing efforts.  // Advertising Age;6/5/2000, Vol. 71 Issue 24, p56 

    This article reports that Creative Artists Agency (CAA) will help soft drink giant Coca-Cola Co. with marketing efforts in the U.S. through a consulting agreement. CAA will identify trends, personalities, and events for the Coca-Cola program. CAA will deal with talent and entertainment property...

  • Masterclass: Chop it up, give it a mix, then share it.  // Marketing (00253650);Nov2014, p1 

    The article presents advice on marketing to consumers. The author recommends using several advertising agencies instead of a single lead agency, starting small with new advertising campaigns and scaling accordingly, and tailoring online content to be relevant within the context within which it...

  • TURKEY OF THE YEAR.  // Campaign;12/8/2006, Issue 49, p25 

    The article focuses on the advertisement which has been considered to have lowest standard in the year 2006. The advertisement was focused on a product of Coca-Cola Co. and the concept used in the advertisement was something that was tired and out of date.

  • Uncertain neighbours. Pearse, Justin // New Media Age;2/15/2007, p26 

    This article examines the possibility of competition between specialist advertising agencies and the dominant interactive agencies in Great Britain as major brands start to realize the potential of mobile marketing. The success of Coca-Cola's first mobile branding campaign in the country is...

  • My meeting with Ovitz. Magiera, Marcy // Advertising Age;12/9/1991, Vol. 62 Issue 52, p20 

    Profiles Michael Ovitz, talent agent and owner of Creative Artists Agency (CAA). Appointment of CAA as the worldwide marketing consultant for soft drink industry Coca-Cola Bottling Co.; Career history; Factors that contributed to the success of his business.

  • The Month: The best of CampaignAsia.com - 20 stories that shaped Asian Marcomms.  // Campaign Asia-Pacific;Dec2010, p6 

    The article offers news briefs related to advertising industry in Asia. The first four wholly-owned stores in China has been opened by Gap. A new milk beverage has been introduced by Coca-Cola Co. to appeal to a wider audience. Following a long-pending China media pitch, the remainder of the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics