COCA-COLA SHIFTS AD DUTIES TO MACLAREN
By Adnews Staff
As part of an alliance with the Interpublic Group of Campanies, Toronto-based Coca-Cola Ltd. will begin working with MacLaren McCann, also of Toronto. The agency will be responsible for localizing for English Canada the advertising creative generated at a global level and will assume responsibility for the development of equity advertising for the Coca-Cola Classic brand. Cossette Communication-Marketing will continue to work with the beverage company, handling Coke's promotional advertising in English Canada and all advertising in Quebec. In December, Atlanta-based Coca-Cola gave Interpublic the assignment of establishing consistent messages for the Coca-Cola Classic brand.
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