. Ira C. "Ike" Herbert (1927-1995) Coca-Cola USA, Atlanta, GA List No. 32 of 100 Go to the Next Person of the Century 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. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .