COCA-COLA PREVIEWS GLOBAL ADS
By Adnews Staff
Gearing up for a major summer campaign, U.S.-based Coca-Cola Co. unveiled its global advertising in New York on Monday. The preview included 16 new ads. Edge Advertising of Los Angeles created 15 of the new spots, while Leo Burnett USA of Chicago handled the others. Although Coca-Cola takes the strategies of its global divisions into account when producing its pool of ads, that doesn't mean the divisions have to use a spot from the pool, said Rob Hindley, Canadian director of promotions and corporate properties for Coca-Cola Beverages Ltd. Hindley says Coca-Cola Beverages is still reviewing the U.S. creative and hasn't yet decided whether it will use any of the existing spots, or tap its Canadian agencies for some ads. The bulk of the Canadian advertising will run between the beginning of May and the end of September, Hindley said. In Canada, Coca-Cola uses different agencies for different brands. The agency roster includes MacLaren McCann Canada Inc., Cossette Communications-Marketing, Roche Macaulay & Partners Advertising Inc. and Leo Burnett Company Ltd. All four agencies are based in Toronto.