COCA-COLA ISSUES 'MANIFESTO FOR CHANGE'
Unveils Plans to Boost Annual Marketing Efforts by $400 Million
NEW COKE CEO CRITICIZES COMPANY'S MARKETING EFFORTS
Says Third-Quarter Earnings Will Decline By as Much as 24%
DARK HORSE CANDIDATE NAMED COCA-COLA CHIEF
Former Coke Bottling Executive E. Neville Isdell Becomes Chairman-CEO
COKE CHAIRMAN-CEO DOUGLAS DAFT TO STEP DOWN
Douglas N. Daft Cites 'Personal Wishes' For Departure
In a related move, the integrated marketing duties for its Dasani water brand are being shifted out of Berlin Cameron and moved to Anomaly, an independent New York boutique shop that has already been handling some assignments for the mid-priced water brand.
Last week, new Coca-Cola Chairman-CEO E. Neville Isdell outlined a "manifesto for change" that included a $400 million annual boost in marketing support for its brands. Executives close to Coke said the Coke brand is expected to receive about 40% additional marketing spending, which a Coca-Cola spokesman couldn't confirm.
Lauding Berlin Cameron's past ad work for Coke as "great," the spokesman said the agency also will be in contention to receive global "iconic" branding and special holiday-related 2005 assignments as well as work on C2, the new "halfway" cola. C2, which competes head to head with Pespi-Cola's Pepsi Edge, has physical qualities that positions it between a full-sugared cola and a no-sugar diet cola.
The spokesman said the marketer had not talked to other agencies for the North American assignment despite persistent rumors it had. He wouldn't elaborate on what additional assignments were involved, but the company is expected to launch a new product under the Coke trademark.
Ewen Cameron, CEO of the WPP Group-owned agency, said he expects new creative on Coke's Real campaign to break in January around Coke's sponsorship of American Idol. Coke now will break additional advertising creative around its mid-calorie C2 brand in the spring.
"Our work is getting more exposure in the company and its going to get a bigger canvas with the iconic brief," Mr. Cameron said.