For Coke creative slot, McCann looks inward — Bruce Nelson Emerges As Possible Leader Of Coke Creative Team Within Agency

McCann-Erickson/N.Y. is in the nascent stages of forming a new worldwide creative team to work on the Coca-Cola account.
Sources said that with the departure of Gordon Bowen several weeks ago, the agency is considering expanding the duties of several McCann creatives who work on the Coke Classic business.
At the same time, sources said that McCann is still in negotiations with several top-level creatives at other agencies. The McCann changes are expected to be completed over the next two or three weeks.
“We anticipate some changes to take advantage of our creative strengths,” said John Dooner, president and chief operating officer of McCann-Erickson Worldwide, who declined to elaborate. “But no changes have been made at this time.”
Among the creatives being considered for larger duties on Coke is Bruce Nelson, who worked as a co-creative director on the soft drink during the 1980s with thenpartner Ira Madris. The duo also set up a shop within McCann called Ira Madris, Bruce Nelson & Colleagues before breaking up their partnership in the late 1980s.
Other McCann creatives who have worked on Coke, such as Kenneth Domanksi, Patricia Dunigan, creative consultant Marshall Karp and Rick Ender in McCann-Erickson’s Atlanta office, may also play key roles in a new, revamped team for Coke on both the domestic and international fronts.
Whichever creatives round out the new Coke team will likely work hand-in-glove with top account man Michael Sennott, the agency’s recently-appointed vice chairman/director of worldwide accounts.
The new Coke creative team might also report to Marcio Moreira, vice chairman and chief creative officer international, whose duties could change over the next few weeks, according to sources. Moreira, who took over the day-to-day responsibilities of running the New York creative department during Bowen’s stormy tenure, could be named to head up the New York creative department or even elevated to the position of worldwide creative director over the next several weeks.
Later this week, McCann-Erickson will also have one of the three Coke commercials that break during MTV’s broadcast of Spring Break ’93 festivities. Coke, which signed on along with MasterCard as one of the official sponsors of MTV’s Spring Break ’93 in Daytona Beach, Fla., will air three new television spots from the “Always Coca-Cola” campaign. The new TV spots include the Creative Artists Agency-produced “Swimmer” and “Lips” and McCann-Erickson’s “Motor Mouth.”
Copyright Adweek L.P. (1993)