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GSD&M traded in its “Coca-Cola, Texas” assignment for the $8-10-million, Miami-based Royal Crown Cola account last week, raising curiosities about why an agency would voluntarily split with one of the world’s most powerful marketers.
The Austin, Texas-based agency, a late entrant into the Royal Crown review, won the pitch over finalists Backer Spielvogel Bates and Cliff Freeman & Partners, both of New York. The review had begun in June when RC fired Miami incumbent Crispin & Porter.
Coca-Cola spokesperson Bob Bertini said the company has not yet decided whether it will look for a new regional agency in Texas.
GSD&M president Roy Spence said the agency did not seek out the Royal Crown account, which includes both the RC and Diet Rite brands, but got a call from new RC president/ceo John Carson to join the review.
Spence said he did not know why Carson brought GSD&M in after the review was already in...
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