Coke sticks with 'Always' theme

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Coca-Cola Co. is slated to break a new round of TV spots for Coca-Cola Classic from Edge Creative, Los Angeles, in about a month, according to Ian Rowden, VP-director, worldwide advertising. He said the brand's "Always" campaign is "still relevant" and is not being replaced. In the wake of the departure of Chief Marketing Officer Sergio Zyman last month, there was industry speculation the "Always" campaign would be spiked and that Edge Creative might lose its lead agency status on the brand. Speaking at a conference in New York today, Mr. Rowden said Coca-Cola has no immediate plans to shrink its global roster of 24 advertising agencies. "We have a business practice and an agency roster we are very comfortable with, and we have no plans to change it," Mr. Rowden told Advertising Age.

Copyright May 1998, Crain Communications Inc.

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