Cummins&Partners Confirms Global Coke Business Win

Cummins&Partners Confirms Global Coke Business Win
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Industry stalwart, conference regular, TV panellist and soothsayer Adam Ferrier has revealed to B&T that his agency, Cummins&Partners, has snared a global pitch for Coca-Cola.

Speaking at yesterday’s launch of Cummins&Partners’ work for The Australian Psychological Society, Ferrier was decidedly coy on the new business suffice to say it was for Coca-Cola, it was global, and, he stressed, it was neither creative nor media.

Last week B&T reported that there had been industry speculation that Coca-Cola South Pacific was set to review its media business in Australia – an account held by IPG’s UM.

Coca-Cola South Pacific subsequently issued a statement to B&T on the speculation that read: “Coca-Cola South Pacific regularly reviews its agency requirements to ensure we are working alongside industry leading talent in our various business functions.

“We are not reviewing our media, social media or government relations requirements as your article reported.”

The soft drink manufacturer has been under pressure on all fronts of late, namely around the sugar content of its beverages. It’s reportedly enlisted a number of agencies globally with the pitch that its drinks aren’t as nasty as some media commentators would have us believe.

Although Ferrier – Cummins&Partners global chief strategy officer – was reserved in his comments he did reveal the agency’s new win with Coke was both global and was more to do with PR than brand or creative.

Ferrier, a psychologist himself, said of the brand: “Coke’s one of those legacy brands which makes working on it so exciting. There’s so many perceptions about it, everyone has an opinion on it, it’s about changing that and that’s the exciting part.”

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