Coca-Cola looks to agencies for big ideas

Coca-Cola Co. is seeking global branding ideas from a number of top agencies, as the beverage giant looks to replace its current "Real" campaign used around the world. While reports vary on the number of agencies participating, Coca-Cola Co. chairman and CEO Neville Isdell told analysts on a conference call Sunday, "With the amount that we spend behind Coke, we want to be absolutely sure we have got the creative right. But the iconic is the tip of the iceberg."

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