FROM CREATIVITY: Beverage Marketing

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ON THE COVER: Coke's Esther Lee
Esther Lee, senior VP-chief creative officer of Coca-Cola, appears on the cover of the March issue of Creativity -- which hits mailrooms this week -- as part of our special spotlight on beverage marketing and design. In addition to collecting the best creative in the category, we talk to Lee about how Coke is trying to revolutionize its creative process. (AdCritic subscribers can read the interview online.) Plus, we talk to director Ringan Ledgwidge, whose "I Wish" Coke spot for Mother/London recently crossed over into the U.S. market. (Subscribers can read more about Ledwidge, and view his work, by clicking here.)

ALSO IN THE ISSUE: In a report on postproduction, we talk to the editors behind recent spots for Levi's, Fox Sports, Reebok, ESPN, NASCAR and Chevy -- and find out the effects secrets behind Digital Domain's work for adidas and A52's Super Bowl wizardry for Cadillac. Plus, Ogilvy & Mather's David Apicella and Publicis/New York's Howard Wilmott size up recent work for Quiznos, Fox Sports, GE and the Massachussetts Lottery; London's Thing One and New York's Hornet discuss animation and design; House Industries talks type; Big Film Design talks titles; and offbeat Quiznos animator Joel Veitch pitches the perfect soda ad. And, as always, we round up the latest and greatest advertising and design work from across the country and the world.

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