Ira C ‘Ike’ Herbert


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Coca-Cola. Initially a brilliant account supervisor with McCann-Erickson on the Coca-Cola account, Herbert was recruited to Coca-Cola in 1965. During his 27-year career there, he served as brand manager, marketing director, president of Coca-Cola Foods, president of North America soft-drinks operations, and president of Coca-Cola USA. Herbert played a key role in the launching of ‘Things go better with Coke,’ the brand's first global campaign; the follow-up classic, ‘It's the real thing’; and the widely honoured offshoot spot, ‘I'd like to teach the world to sing’. Herbert, who retired in 1991 as Coca-Cola's deputy to the president, started his career in 1951 at Chicago's MacFarland Aveyard and was at Edward H. Weiss & Co. from 1956 to 1963.

Subjects: Marketing.

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