Word: coca-cola
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...During McCann's long and successful partnership with Coca- Cola, the agency has scored with such popular notions as "Things Go Better with Coke" and "It's the Real Thing." But over the past few years, while Michael Jackson moonwalked and Ray Charles sang "Uh-huh" for archrival Pepsi, Coca-Cola Classic's advertising often seemed somewhat flat. Something had to give...
...What is that?" asked a testy McCann executive. "Isn't that what agencies do? Create an image, a media concept?" Before long, the McCann team found out what Coke had in mind: CAA advisers were working alongside them in their New York City offices, suggesting ideas for Coke Classic. Coca-Cola had created an uneasy creative alliance in search of better ideas. They had also created a mild panic in the advertising business, where many executives viewed CAA's new role with alarm. Rumors flew that CAA might even try to capture the Diet Coke account handled by the prominent...
...often representing nearly every major player in top films and selling them as a package. But Ovitz has long yearned to have his firm branch out from being merely talent agents. He got close to Coke executives when he helped arrange Sony's friendly purchase of Columbia Pictures from Coca-Cola...
...spokesman for McCann, which came up with the new slogan, "Always Coca- Cola," maintains that the agency is pleased with the new commercials. McCann will remain Coke's agency of record, creating ads and providing a variety of marketing and administrative services in many of the 195 countries where Coca-Cola sold a record 10 billion cases of its regular and diet sodas last year. If the help from Hollywood was cause for anxiety, what really matters for both Coke and McCann is their strong new armory of advertising for the company's flagship brand...
...system, with an officer in camouflage fatigues standing at attention nearby, Mobutu shows no signs of fearing the turmoil that threatens to engulf him. "I have rendered my country and people an enormous service," he says, beckoning to a servant who rushes up with an iced Baccarat tumbler of Coca-Cola. "They owe me everything." Then why not hold elections? "I plan to. I would win them." Then he leans back in his gold thronelike chair, staring into the distant jungle. "If ever I leave power, it will be only in conditions of beauty, never under pressure...