The assignment is another step toward implementing Coca-Cola Co. Chairman Douglas Daft's new marketing mantra of "think local, act local.'' For years, 80% of the advertising initiatives in Europe have been directed from Atlanta. The new assignment gives Coke marketers in Europe greater autonomy.
However, the assignment also reflects the fact that some Coca-Cola marketing departments, particularly those in some developing markets in Central and Eastern Europe, may not yet be up yet to exercising their new found freedom, according to sources.
It is entirely up to the discretion of local Coca-Cola marketers to decide whether or not to use the Publicis commercials.
Copyright November 2000, Crain Communications Inc.