Coke goes with WPP for its global advertising

Dive Brief:

  • As the review process between big brands and agencies continues, Coke has selected three WPP agencies to handle its global ad campaigns.
  • The three WPP agencies include Ogilvy (New York), Sra Rushmore (Madrid) and Santo (Buenos Aires).
  • Santo is expected to be Coke’s lead agency in the new relationship.

Dive Insight:

Reviewageddon continues, but one major brand has made its decision. After beginning a review of its global advertising in March, Coke chose three WPP agencies -- Ogilvy (New York), Sra Rushmore (Madrid) and Santo (Buenos Aires), with Santo expected to be the lead agency.

In a statement, Coke 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. 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."

Coke also announced that the seven agencies that participated in the review but did not make the final cut will remain on Coke's roster. Although, Wieden+Kennedy looks like one of the biggest losers in the process since it previously handled most of Coke’s global ads, most notably the “Open Happiness” campaign.

Filed Under: Corporate News
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