Coca-Cola Co. renewed its relationship with Creative Artists Agency. The soft- drink giant had recently dissolved and sold off its interests in Edge Creative, a CAA spinoff that had served as Coca-Cola's internal creative agency. Described as a consulting agreement by both parties, CAA will identify trends, personalities and events for marketing programs for Coca-Cola. The majority of marketing vehicles will be in the form of talent and entertainment property brokering for recordings, motion pictures, TV programs, events, causes and Internet activities. While CAA President Richard Lovett confirmed that the pact includes a retainer plus fees for specific deals, he stressed that this is more of a strategic partnership than a brokering relationship. The deal doesn't contemplate any ad work.
Copyright May 2000, Crain Communications Inc.