Coca-Cola Forms Account Planning Group ( April, 2005 )
It is interesting to note that big corporate giants like Coca Cola are bravely venturing into fresher territory. How many others will follow remains to be seen, if Coca Cola is setting a trend here. It re-emphasises the point that brands are strategic ideas and not just executional moments. Keeping the brand fresh and young is a continuous process.
Media Week Article "We did not develop the planning competency within Coke to replace the agency role. It's about becoming a better client, bringing greater brand equity insight and expertise into the overall planning and creative processes."