Berlin Cameron created the latest advertising for Coca-Cola in the US, a campaign called "Real" starring celebrities such as Penelope Cruz, who burps in her spot, and Courteney Cox-Arquette.
When that ad campaign was launched in January, McCann-Erickson, which is owned by the Interpublic Group of Companies, was still nominally the agency of record on the brand. However, it had been rumoured for some time that Coke had become unhappy with McCann-Erickson's work.
McCann-Erickson's last major campaign for Coke was "Life tastes good", which started in April 2001 but was pulled after the September 11 terrorist attacks.
Interpublic will keep its connection with Coca-Cola, with Universal McCann retained for the media work, and McCann-Erickson continuing to work on the brand in other markets. Reports say that McCann-Erickson will still consult for Coke.
Berlin Cameron was acquired by WPP last year as the US office of the Red Cell network. Red Cell is WPP's attempt to create an advertising network made up of boutique agencies with strong creative reputations. Last month, the group acquired a stake in HHCL & Partners to be its UK office in the Red Cell network.
Sales in Coca-Cola's Classic brand have been stagnant in recent years, and the company is looking for a breakthrough marketing campaign to kick-start sales. Steve Heyer, Coca-Cola's new president and chief operating officer, is from a marketing background and spearheaded the new ad campaign.
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