Coke Déjà Vu: Whose Line Is It Anyway?

Coca-Cola’s new global campaign, “Life tastes good,” is perhaps an idea whose time has finally come. I dug out a campaign script I wrote for Coca-Cola back in the 1970s when I worked for McCann-Erickson as evp, international creative director.

Featuring moments made special with Coca-Cola, it goes like this: “There’s one moment you wouldn’t trade for anything. And when it happens, you celebrate it in every little way you can. That’s when you know it. Life tastes good. … just like a Coke.”

The “Life tastes good” campaign idea was rejected in the 1970s for not being relevant to consumers worldwide. Who knew?

Al Lerman

Creative consultant

Stamford, Conn.

Crying Foul Over

Report Card Grades

Adweek’s Report Card [April 16] is unnecessarily harsh. But there is a more profound problem. Fundamentally, the Report Card is out of touch with the realities of the agency business. An agency that has not grown in a given year, but improved its profitability, may get an F in the “numbers” category.

Work that produces phenomenal results for clients may be given a poor grade under the subjective “creative” scrutiny of Adweek judges. What these criteria promote is inflated reports of growth (no audit required) and self-referential creative that speaks solely to the transient tastes of industry insiders.

Chris Knopf

CEO, chairman

Mintz & Hoke

Avon, Conn.

Editor’s Note: We agree that the profitability of an agency is the best measure of financial performance. Given that agencies will not provide such information, we judge the financial section on three elements, revenue growth being just one.

Unfortunately, Mintz & Hoke reported a 9% decline in revenue in a region where the average revenue gain was 19%.

The agency didn’t fare much better in the other two financial indicators. Moreover, it ranked 50 out of the 60 regional shops in our composite ranking based on the three financial measures.

As for the work, you are correct. We do not evaluate it based on results. Like most industry award shows, we stick to creativity.

For the record: Artist Lauren Uram created the Special Report cover portrait [April 30].