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Coca-Cola Strikes Advertising Deal |
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December 2, 2000
NEW YORK (AP) - Coca-Cola Co. said Friday that it has hired the Interpublic Group of Companies Inc. to advise it on how to market its flagship soft drink more consistently around the world. Atlanta-based Coca-Cola spends about $1 billion a year on marketing the Coca-Cola brand through traditional advertising, online messages, merchandise giveaways, and promotions tied to sports or other events. New York-based Interpublic owns a number of advertising agencies and marketing companies that already work for the soft drink concern. But Friday's announcement does not mean Interpublic agencies will be getting all of the Coke brand business around the world, spokesman Rob Baskin said. The company will leave it up to local Coca-Cola managers to decide which agencies will create advertising and other marketing efforts in their regions, he said. In the United States, for example, Coca-Cola employs eight to 10 agencies including Interpublic's McCann-Erickson on the Coke brand. Baskin said no decision has been made on how many agencies will continue to work on the Coke brand. Coca-Cola is the world's biggest soft drink company but has fallen short in recent quarters of its long-term revenue growth targets and in trying to accelerate growth. ``Interpublic will act as creative consultant and idea generator at the global level,'' Steven C. Jones, chief marketing officer for Coca-Cola Co., said in announcing the alliance with Interpublic. ``This is about telling the 'Coca-Cola story' and ensuring that the basic messages around the world's premier brand have a foundation of consistency,'' Jones said in a statement. The companies expect to begin their work early next year. --- On the Net: Coca-Cola site: http://www.coke.com |