Account Action: McCann Gets Vanilla Coke; Bank of America Ups Multicultural Spend; and more...

16 April 2002

McCann-Erickson has reportedly been tapped by Coca-Cola to handle the North American launch of Vanilla Coke, scheduled for May 15. No budget was disclosed, though the product will be backed by a print, radio, TV, internet, point-of-sale and outdoor campaign. McCann already handles Cherry Coke.

Bank of America is multiplying its multicultural marketing budget by four to over $40 million, after examining demographic trends in its biggest three markets (Texas, Florida and California). Different messages will be created for Asian, African-American and Hispanic audiences. BoA’s multicultural agencies are Lopez Negrete Communications in Houston (Hispanic), New York’s Kang & Lee Advertising (Asian) and the same city’s UniWorld (African-American).

Hershey Foods is reportedly holding informal discussions with agencies about the ad duties for its Hershey’s Chocolate Bar, Reese’s Peanut Butter Cups and Hershey’s Kisses brands, all currently handled by Ogilvy & Mather in New York. Annual spending on the products totals around $30m. Hershey roster shop DDB is said to be taking part in the discussions, through which the client hopes to assess whether it is getting value for its ad money.

Amsouth Bancorporation is reviewing its $18m–$20m account, currently handled by Slaughter Hanson Advertising in Birmingham, Alabama (creative) and Initiative Media in Atlanta (media).

Data sourced from:;; additional content by WARC staff