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Account Move

Coca-Cola hires trio of WPP agencies for next global campaign

17 August 2015
Coca-Cola hires trio of WPP agencies for next global campaign

Coca-Cola has appointed three agencies to create a new global brand campaign for the soft drinks brand.

Coke has selected WPP agencies Ogilvy New York, SRA Rushmore and Santo for creative duties, following a pitch involving 10 businesses.

The remaining seven agencies – David, Dentsu, FCB South Africa, Martin Mercado, McCann Madrid, The Cyranos and Wieden + Kennedy Portland – will be retained on Coke’s roster.

It follows the recent appointment of IPG Mediabrands agency UM to its estimated $400m North America media planning, buying and media analytics account.

“We set out in this process with the goal of uncovering the best ideas and marrying those to executional excellence, anticipating that they may come from different sources,” Coca-Cola said in a statement.

“The outcome is that we will be moving forward with a networked agency approach, partnering with three of the 10 agencies in the initial stages to create the first round of creative work for Coca-Cola.”

Last month, Coca-Cola launched a pan-African TV campaign called ‘Billion Reasons to Believe’, aiming to capture the spirit of optimism and perseverance embodied by African youth.

Alex Brownsell, London

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