Lintas:N.Y. is seeking help from its fellow Interpublic Group agencies in the current push for new, revised “Taste It All” ads on Diet Coke, several sources close to the account said last week. IPG’s circling of the wagons on Diet Coke could be a reaction to a reported raid on the $80-million business underway by Hollywood’s Creative Artists Agency.
With Linttas scrambling to come up with new ads for “Taste It All”–which hasn’t had the same impact as its predecessor, “Just for the Taste of It”–sources said the agency is drawing on the resources of other IPG units to help on Diet Coke, including Lowe & Partners and Dailey & Associates/L.A.
Meanwhile, sources said that Lintas is continuing to search outside the agency for new creatives to work under creative head Tony DeGregorio.
Coke couldn’t be reached. Several executives from Lintas:N.Y. and Lowe/N.Y. have repeatedly said that they are not working together on Diet Coke.
But on the West Coast, sources said Dailey has been “asked for its counsel” on Diet Coke. In the East, other sources said that Lee Garflnkel, vice chairman/chief creative officer of L&P and a veteran Pepsi creative from his days at BBDO, may be working again with DeGregorio, his former partner at Levine, Huntley, Schmidt and Beaver.
One top IPG source noted, “This is not unusual–when the chips are down the IPG shops will always help each other. (IPG chairman) Phil Geier would rather have Lowe in there on Diet Coke than CAA.”
Lintas has reportedly gotten the green light from Coke to produce several revised versions of the “Taste It All” effort which went off the air after a short run this winter. An executive in the West Coast production community said that Lintas has already been approaching directors to shoot the new work, while looking for a “quick turnaround” in time for the critical summer selling season.
Lintas’ hurry to get the new work completed could be related to CAA seeking to inject itself into the creative process on the diet beverage.
Copyright Adweek L.P. (1993)