Coca-Cola VP/Global Design James Sommerville said for this year's World Cup in Brazil, Coca-Cola set out to create a logo that would be "immediately Coke, immediately football and immediately representational of people coming together for the love of the game," according to Natalie Zmuda of AD AGE. The logo "was meant to become the lynchpin" of the company's largest-ever campaign, "The World's Cup." Like many large marketers, Coca-Cola "has been working to find the right balance between global and local in recent years, particularly when it comes to its marquee sponsorships of the Olympics and World Cup." Sommerville, co-founder of global creative agency Attik, acquired by Dentsu in '07, said that "there are check-ins with various markets as the program is being developed to avoid a situation where marketers are unenthused by the final product." Sommerville: "If there's no collaboration; very little consultation with anybody along the way; it feels too local to the host nation; it's not something that they can adapt, then there, potentially, would be a temptation for markets to do their own thing." The approach "proved successful" for the company's latest World Cup effort, which has been adopted by 175, or 85%, of its 207 markets. By comparison, 100 markets embraced the 2012 London Olympic Summer Games campaign. Graphics "were designed by Brazilian street artist Speto" (AD AGE, 5/29).
