Michael Ovitz: belief

Transcript context

…We talked about all this on our Berkshire series. This is, of course, Roberto Goizueta and Don Keough that you were talking with, right? Yeah. I said to Don Keough and Roberto Goizueta, look, I think you guys are making a mistake with your advertising. They said, why? And I said, well, you're doing six or seven commercials a year. I said, how do you run the same commercial on Seinfeld that you run on daytime and that you run on late night? I said they're all different demographics. What are you doing? They said, wow, that's interesting. Could you come to Atlanta with some of your people? I said, yeah if you send a plane for us. Coca-Cola, historically, is one of the most sought-after advertising accounts in America. I mean, McCann-Erickson had this account, had it on lock for decades and decades and decades. They sell a pure commodity product that's differentiated by brand. They pour a ton of money into brand advertising.…

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