Although long known for its highly centralized global marketing approach in the past, Coca-Cola took a new departure in restructuring its marketing communications operations and 4 R. Wilken & J. Sinclairdesignating 13 countries as ‘creative hubs’,whichwere tomake a pool of ads that could be selected fromand adapted to each of the 200 countries where Coke sells its products (McIntyre, 2001).