Coke brands IPG as global ad strategist; Firm may gain more of soft-drink giant's business.(Interpublic Group)(Brief Article)

Advertising Age, December, 2000 by Chura, Hillary

Coca-Cola Co. signed a global alliance with Interpublic Group of Cos., putting Interpublic in position to pick up more and more of the $900 million in advertising for flagship Coke around the world. The arrangement likely will usher in an agency consolidation, but Coca-Cola officials caution that local management around the globe will determine if they want to work with Interpublic shops or independent agencies in their regions. Interpublic will "develop, refine and focus" strategies to ensure pertinent and consistent messages about Coke are relayed around the world, the company announced late Dec. 1. The two companies will form a marketing- communications advisory council, which will establish consistent standards and messages for brand Coca-Cola The move builds on a...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.