Coke joins forces with Disney to start agency

Coca-Cola is tying with Walt Disney to create a new agency to handle the worldwide advertising for its main Coca-Cola account.

This is the second time Coke has sent shock waves through the agency world with its main brand business – the first time was in 1993 when it moved the creative account out of McCann-Erickson, where it had been for 38 years, and into Hollywood talent company Creative Artists Agency.

The chairman of CAA was Michael Ovitz – now president of Disney. It was Ovitz who brokered this deal. The new agency will be headed by three key executives from CAA who previously handled the business. The as yet unnamed agency will have only one client – Coca-Cola – but billings for this one account will be $500m (324m). The agency will also do project work on Coke’s iced tea account, Nestea.

Coca-Cola will finance most of the new agency, paying salaries and expenses, while Disney will be a passive investor with a minority stake of about ten per cent.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here