Word: colas
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...apparent success of the ads from Hollywood is unsettling for the advertising industry. After all, this is a key account, on which Coke spends about $600 million a year. "Anytime a major client like Coca-Cola makes a public demonstration of lack of confidence, it's not good for your reputation," says James Dougherty, an advertising specialist at Dean Witter...
...bring in CAA? 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...
...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 Lintas agency...
...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...
...Coke commercials. "What we do every day," explains Ovitz, "is listen to ideas, encourage them, nurture them. This is no different. Instead of creating a story that is TV or feature-film length, we shifted to stories that are 30 seconds or 60 seconds long." As for what Coca- Cola paid CAA for its work, no one is saying. Jokes Ovitz: "I only asked for one thing in exchange: the Formula...