Amid declining profits, Coke promises new ads

04/20/2005 | Wall Street Journal, The

During a conference call to discuss Coca-Cola Co.'s 11% drop in its first-quarter profit, company chairman and CEO Neville Isdell affirmed plans for an expanded global marketing push. "We clearly understand that a couple of good ads will not change the game and don't expect them to," Isdell said. "But they are one tangible measurement of our belief that emphasizing execution across the whole system and setting objectives and reaching them consistently will be the game changer."

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