COCA-COLA TEAMS WITH INTERPUBLIC GROUP
By Adnews Staff
Atlanta-based Coca-Cola has teamed up with the Interpublic Group of Companies to further develop the "brand essence" of the Coca-Cola brand. According to the beverage company, the two will form a marketing communications advisory council that will have the task of establishing consistent messages for the Coca-Cola brand across all mediums including online, in-store and traditional advertising. Coca-Cola chief marketing officer Stephen Jones, explained Interpublic will act as creative consultant and idea generator at the global level. The two will begin their task early next year. According to Coca-Cola, it communicates to more than 200 countries in 125 languages. Execution of the brand messages in individual markets will be the responsibility of local Coca-Cola marketing executives. In Canada, Coca-Cola's agency roster includes Cossette Communication-Marketing of Montreal and Toronto and Leo Burnett of Toronto.