INTERNATIONAL: Coca-Cola hunts for agencies for Harry Potter brief

ATLANTA: Coca-Cola, the only company with an official global tie-in with the Harry Potter film to be released in November, is looking for PR agencies to help deliver a pounds 100m marketing message of 'reading and imagination' to local markets around the world.

ATLANTA: Coca-Cola, the only company with an official global tie-in with the Harry Potter film to be released in November, is looking for PR agencies to help deliver a pounds 100m marketing message of 'reading and imagination' to local markets around the world.

Coke spokeswoman Susan McDermott said the company does not have a PR agency of record and is looking for agencies to work on projects. 'We would use an agency to do more brainstorming, planning and executing than in the past,' she said.

Praising Coke's in-house staff, McDermott said spending for outside PR agencies would be minimal. Coke is already working to determine strategies for individual countries and cities for what McDermott calls an 'experiential' campaign where the focus will be magic, imagination, friendship, love and self-reliance.

Coke has used Weber Shandwick Worldwide to promote its partnership with the film. McDermott said once finer details are worked out, she will have a better idea of what PR assistance she might want.



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