Coca-Cola Co. late Dec. 1 announced a global alliance with Interpublic Group of Cos. in which Interpublic will develop strategies to promote flagship brand Coca-Cola around the world. Interpublic agencies will take the lead in developing global strategies for the Coca-Cola brand, although a Coca-Cola spokesman said individual regions will determine if they want to work with Interpublic shops or non-affiliated agencies. The company spends an estimated $900 million a year advertising Coca-Cola. It's unclear how much of that work currently resides at Interpublic shops, though Interpublic's McCann-Erickson has a decades-long relationship with the marketer and the brand. The brand's U.S. shops include Berlin, Cameron & Partners and Kirshenbaum & Bond, both New York, and Bcom3's Leo Burnett
Copyright November 2000, Crain Communications Inc.