Publicis Groupe's Burrell Communications Group put together a back-room alliance of three directors to assist in formulating branding concepts for Coca-Cola Co.'s Sprite, said McGhee Williams, exec VP at the Chicago-based agency. The three, who all have directed commercials, are Fab 5 Freddy, host of "Yo MTV Raps''; Sanji, a music video director; and F. Gary Gray, a music video and motion picture director. "They don't necessarily work together,'' Ms. Williams said. "They brainstorm independently to come up with concepts for the brand. They are briefed and know the brand strategy. It puts them at the forefront of creative.'' Ms. Williams said the three were chosen because of their insight and understanding of the brand's young urban consumers.
Copyright September 2000, Crain Communications Inc.