Coca-Cola Co. gave Publicis, its agency of record in Europe, a special assignment to promote the Coca-Cola brand with a European ad campaign next year, according to people familiar with the project. McCann-Erickson Worldwide, Leo Burnett
Co. and U.K. independent Soul also are said to have pitched for the work. It's another step toward Coca-Cola Co. Chairman-CEO Douglas Daft's new marketing goal of "think local, act local." For years, 80% of Coke ad initiatives in Europe were directed from Atlanta headquarters; the new assignment gives Coke marketers in Europe greater autonomy. Publicis already works with the soft-drink giant in 21 European markets.
Copyright November 2000, Crain Communications Inc.