Coca-Cola taps Mullen to Handle Advertising For Honest Tea
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Mullen has made its way onto the Coca-Cola roster for the first time via a new relationship with Honest Tea.
With the appointment comes the end of the brand’s agency-of-record relationship with Silver & Partners, formerly known as Amalgamated. Peter Kaye, who took on the post of Honest Tea’s VP of marketing and communications in early 2011, hired the shop in early 2012. In August, Amalgamated CEO Brian Martin left the indie New York-based shop to join Project Worldwide. A month later, when chief creative officer Eric Silver became a majority owner, the agency changed its name.
Michael Stefanski, managing director at Silver & Partners, said, “From the time that Coca-Cola started to get involved in the decision-making process on Honest Tea it was clear we had strong differences about creative direction. It was a mutual decision to part ways. We sincerely wish them the best.”
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