selects WPP agency team for global campaign - 14th
has selected three WPP agencies to lead the next global
marketing campaign for its flagship brand.
agencies are Ogilvy & Mather New York, Madrids
SRA Rushmore and Buenos Aires-based Santo.
this year Coca-Cola invited 10 agency partners from
around the world to pitch ideas for a campaign. The
company decided to go with a "networked agency
approach", said a Coca-Cola spokesperson.
three winning shops will develop the first round of
creative work for the brand. The additional seven
agencies that participated in the review will continue
to partner with the company and "contribute to
the final pool of work", the spokesperson said.
other seven firms include Wieden & Kennedy Portland;
David; Dentsu; South Africas FCB; Mercado McCann
in Buenos Aires; McCann Madrid; and The Cyranos McCann
Coke spokesperson said: "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.
approach allows us to harness thinking from some of
the best agency minds in the industry today and see
the great work that comes from collaborating against
a common brief for Coca-Cola."
year Coca-Cola appointed Marcos De Quinto as its new
CMO. De Quinto succeeded Joe Tripodi in the role in
win for WPP follows the appointment of an interdisciplinary
team from the holding company to handle Emirates
global branding and creative account.
this year Aston Martin Lagonda also brought on a multi-disciplinary
team from WPP for its global integrated marketing