True grit

Article Abstract:

Roche Macaulay and Partners Advertising Inc (RM&P) of Toronto, Ontario, has been named as the Agency of the Decade of the Marketing magazine. The company was formed by founder Geoffrey Brock Roche as a small shop in 1991 and has grown into a mide-sized firm with around 36 staff and C$78 million in billings. RM&P sold a minority stake to Lowe Group of the UK in 1997 to give it access to international markets but retained majority to keep control in Canadian hands.

Advertising Agencies, Roche Macaulay and Partners Advertising Inc.

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Coke is thinking and acting locally

Article Abstract:

Coca-Cola Ltd (CCL), based in Toronto, Canada, announced in Jan 2000, its Canada-specific programs designed to increase sales in regional markets. The programs will address issues specific to Canada, such as increasing the frequency of consumption of Coke brands and returning the Coke Card in summer, which is supported by made-in Canada advertising. According to CCL Marketing Dir Alison Lewis, the programs are part of a definite shift in corporate philosophy.

Marketing procedures, Coca-Cola Ltd.

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Coke may move towards localizing

Article Abstract:

Coca-Cola's organizational restructuring could be an indication that the company is moving towards more locally driven marketing. The restructuring plan calls for 6,000 layoffs around the world including an unspecified number at Coca-Cola Ltd, its Canadian marketing unit. Responsibility will also be transferred from its Atlanta headquarters to local offices throughout the world.

United States, Coca-Cola Co. (Atlanta, Georgia)

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