"It wasn't about the alcohol but the intrigue of the message," he says. "They figured out a way to ... interweave [their products] through the very fabric of life in a way no other advertiser has done."
Now 28, Mr. Witt is digital group director for Coca-Cola City, a dedicated unit in Publicis Groupe's MediaVest, New York, responsible for another iconic brand's entrance into cutting-edge media. He joined MediaVest and Coca-Cola City in March.
Mr. Witt's efforts "will command future strategies of what brands will employ down the road," says Laura Desmond, MediaVest CEO, "and we want him to lead that charge."