The Advertising Century

Ira C.

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Ira C. "Ike" Herbert
Coca-Cola USA, Atlanta, GA

A brilliant and engaging McCann-Erickson account supervisor on the Coca-Cola account, Herbert was hired away by Coca-Cola in 1965. During his 27-year career there, he served as brand manager, marketing director, president of Coca-Cola Foods, president of North America soft-drinks operations and president of Coca-Cola USA. Herbert played key roles in the launching of "Things go better with Coke," the brand's first global campaign; the follow-up classic, "It's the real thing"; and the widely honored offshoot spot, "I'd like to teach the world to sing." Herbert, who retired in '91 as Coca-Cola's deputy to the president, started his career in '51 at Chicago's MacFarland Aveyard and was at Edward H. Weiss & Co. from 1956-63.