Magazine article Marketing

Coke Asks Mother for Fresh Ad Ideas

Magazine article Marketing

Coke Asks Mother for Fresh Ad Ideas

Article excerpt

Coca-Cola is reviewing advertising for its flagship brand in the UK, and is asking Mother to come up with ideas to compete with McCann-Erickson.

The decision demonstrates a new determination by the world's biggest brand to come up with ground-breaking advertising after years of lacklustre campaigns.

Last year Coca-Cola spent pounds 15.5m on advertising original Coke in the UK compared with rival Pepsi's pounds 2.3m (MMS).

A spokesman for Coca-Cola GB was quick to point out that there was no formal pitch and that McCann remained its main UK agency. However, insiders spoke of a new resolve to find the best ad solutions for 2003, regardless of their origin.

Mother, Marketing's Agency of the Year for 2002, is understood to be contributing a range of ideas and concepts.

The agency is already on Coca-Cola's agency roster, producing advertising for the Lilt, Dr Pepper and Schweppes brands, but has never before worked on the core Coke brand.

Andy Medd, partner at Mother, declined to comment on the brief. …

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