VIEWPOINT: Coke move raises myriad questions

The appointment of Interpublic Group (IPG) to handle Coca-Cola's global brand architecture raises more questions than it answers. Ostensibly, it throws into doubt its new "Think local, act local strategy". However, when seen in the light that Coca-Cola wants to avoid a mish-mash of unrelated strategies and executions among the hundreds of markets of the world it operates in, the move makes perfect sense. The last thing any brand needs, especially in today's highly-competitive world, is a menagerie of imagery and core values that would serve to confuse more than anything else. But the important point to note is that advertising agencies are no longer simply looked upon as the creator of ads but also as brand stewards. For agencies, assignments to only create the brand architecture without having to create any of the traditional advertising work whatsoever represents the catching on of a new trend which appeared for the first time several years ago in North America. It underlines the point that we are living in an ever-changing world; where the rules seem to be constantly rewritten. However, the appointment of IPG raises some interesting questions. Will local agencies have to report to the IPG network? How will non-IPG agencies feel having to report to the IPG network? Can IPG actually create a brand architecture that can be translated to suit local market conditions, not just on a regional level but worldwide? These are difficult questions to answer. But if D'Arcy's worldwide president and CEO John Farrell is right, many of these types of questions have already been answered in North America, because whatever the questions, agencies have to find ways around all obstacles when appointed to do a task. Ultimately, their job is to build brands and drive sales for their clients.

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