- Coca-Cola is linking up with The Interpublic Group to develop a global communications strategy for its flagship brand. The move is designed to lend a more consistent image to the brand.
Part of the company's "Think local, act local" strategy, the two companies will set up an advisory body to develop a global "brand essence". This is then to be referenced by local Coca-Cola marketers.
The body will create ideas for all marketing for the main Coca-Cola brand, including sponsorship, sales promotions and traditional advertising.
The company spends an estimated $1 billion a year on marketing Coca-Cola.