Chuck Fruit, chief marketing officer, Coca-Cola Co, announced that he has commissioned several ad agencies to promote Coke's brand. Fruit has also hired former Coke marketing head Peter Sealey as a consultant, AdAge.com reported.

"Agencies are too important to change on a random basis, so I look upon our agency partners as just that, not people with whom we do transactions but people we have a business relationship with on an ongoing basis. Having said that, as our needs change and our portfolio increases, the likelihood increases that we'll be looking for some new agencies to join the fold," Fruit told AdAge.com

Fruit named the following agencies that would be working on Coke's brand advertising: Interpublic Group of Cos.' McCann Erickson, Spain; Publicis Groupe's Publicis, London; WPP Group's Berlin-Cameron/Red Cell, New York; independent Mother, London; and Internationale, Germany.