Ovitz: CAA made 35 Coke ads on 6-ad budget
Michael Ovitz · CAA Co-founder Michael Ovitz: Failure Is Not an Option · Nov 23, 2025 · at 1:27:55
Michael Ovitz details how talent agency CAA disrupted traditional Madison Avenue advertising agencies after winning the Coca-Cola global account.
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“Coke was doing six commercials a year for the same budget. We did 35 for the same budget, and we got Quincy Jones to redo their theme song, and we changed their saying.”
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