Coca-Cola’s in-house agen- cy Edge Creative is to close its doors
next month in a move that could see an extra pounds 100 million business
move into Coke’s roster agencies.
McCann-Erickson, Leo Burnett, Publicis, D’Arcy, Wieden & Kennedy, Bartle
Bogle Hegarty and Doner are all in line to benefit from the demise of
Edge, which was set up in 1992 to help mastermind a more global approach
However, times have chan-ged at the soft drinks giant, which has
suffered damaging contamination scandals in Europe and a sluggish soft
drinks market at home.
There is a new mood of local autonomy emanating from Coke headquarters
in Atlanta and industry observers have been wondering for some time how
much longer Edge would survive. Coke executives, however, claimed that
Edge’s demise was solely because the agency principals wanted to move
’It is true we are disbanding Edge Creative,’ a Coke spokesman
’It was the principals of the agency who initiated it as opposed to the
other way round.
’They’ve been working with the same team on the same project for eight
years and they came to us and said it was time to move on.’
He declined to elaborate on what would happen to Edge’s business:
’There’s been no conclusion reached about that. The model using Edge
worked very well for us but Coca-Cola is probably more receptive to
change than at any other point in its history.
’There’s no guarantee that the relationship won’t continue with the
principals of the agency. It’s too premature to see how things will