Any speculation that Creative Artists Agency might not be able to hold on to its Coca-Cola advertising account got squashed late Thursday, as Coke exex signed the agency to produce 30 new commercials for the “Always Coca-Cola” campaign.

Several CAA exex, including topper Mike Ovitz, made a presentation at Coca-Cola headquarters in Atlanta Thursday and walked out with a resounding sign of approval from Cola exex.

“The ‘Always’ campaign has been a very effective one for us, reflecting both an innovative media strategy and extraordinary creative work,” said M. Douglas Ivester, executive vice president of theCoca-Cola Co. “Rewriting the rules when looking for creative resources has proven to be very good for our business.”

At the heart of CAA’s advertising campaign has been the notion of taking ads to the consumer, as opposed to asking consumers to find the ads. This is done through exploitation of both traditional media and alternative TV, radio and print avenues.

The ad campaign covers both domestic and international sales. CAA’s Len Fink and Shelly Hochron are co-creative directors on the campaign.

As before, the campaign will continue to include the computer-enhanced Cola-drinking polar bears, who will be seen decked out for the holidays and suited up for the Winter Olympics, due to begin in February 1994.

CAA used some of its star directorial talent in starting up the “Always” campaign, including Richard Donner and Rob Reiner, and sources say the agency would like to see similar talent in future commercial work.

Bringing in commercial agent Stephen Carbone to the fold will likely help push that point, as his mandate will be to promote CAA clients for commercial work.

The new advertising will begin to appear late this year.

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