McCann-Erickson takes on Coke's global rejuvenation

McCann-Erickson has won the task of rejuvenating Coca-Cola's

flagship brand through a major global advertising blitz this spring. The

decision follows the appointment of McCann's parent, the Interpublic

Group, as Coca-Cola's global communications consultant last

December.



The McCann network's national hub agencies will each develop TV

campaigns aimed at their local markets, in line with Coca-Cola's 'think

local, act local' strategy. Each market's campaign will consist of two

ads with the common theme of 'life tastes good', which replaces

Coca-Cola's previous global slogan: 'Enjoy'.



McCann-Erickson London will develop twin ads for the UK, while Soul will

continue with the Coke Auction brief that it picked up last year.



'We are excited about the work that we have been developing as it places

renewed focus on the brand and people's unique relationship with

it,Coca-Cola's marketing director for the UK and Ireland, Charlotte

Oades, said .



It is not known how the appointment will affect Coca-Cola's relationship

with Publicis, its pan-European agency of record. Publicis beat

McCann-Erickson and Leo Burnett to win the account last November.

Publicis' appointment was the first by Coca-Cola on a regional basis.

However, the agency's position appeared to be quickly weakened by the

Interpublic appointment a month later.



Coca-Cola spends an estimated dollars 1 billion advertising its flagship

brand worldwide.



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