Mother nets global Coke Olympics task

By Kate Nettleton,, Thursday, 03 December 2009 07:00AM

LONDON - Mother has landed a global advertising brief to promote Coca-Cola's sponsorship of the London 2012 Olympics.

Coca-Cola...Mother lands global Olympic ad brief

Coca-Cola...Mother lands global Olympic ad brief


The agency, which secured the business without a pitch, will produce communications  promoting Coke’s tier-one sponsor status using its open happiness positioning.

The through-the-line campaign will be run out of Mother London, with its agencies in Buenos Aires and New York adding creative input. 

Mother’s appointment marks an effort by Coke to unify the Olympic marketing activity in the host country and the sponsorship advertising it runs in global markets.

While the majority of the work will break in 2012, Mother is planning to build awareness of Coke’s sponsorship through new media channels such as social networks in the nearer future. 

Jonathan Mildenhall, the vice-president of global ad strategy and creative excellence at Coke, said: People are passionate about the Olympics and that gives us a chance to connect with them on a personal, emotional level. 


This article was first published on


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs