GSD&M swaps Texas Coke biz for Royal Crown Cola account | Adweek GSD&M swaps Texas Coke biz for Royal Crown Cola account | Adweek
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GSD&M swaps Texas Coke biz for Royal Crown Cola account

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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 progress, and Carson couldn't be reached for comment. But Spence said Carson, who is English, learned about GSD&M and its culture through the agency's London-based parent, Gold Greenlees Trott.
"We looked for a firm that had a history of helping lesser-known clients fight the 'big boys' and their big ad budgets," Carson said in a statement, pointing to GSD&M's work for Wal-Mart Stores, Southwest Airlines and others.
RC and Diet Rite combined have a 3.5% market share, while Coke is at 47.7% and Pepsi at 41.4% for the 52 weeks ended May 16, according to Information Resources Inc.
GSD&M sources said Coca-Cola did nothing to drive GSD&M away, but the move is peculiar, given that the company's global presence might have presented opportunities one day for the GGT agency network. GGT officials couldn't be reached for comment.
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