Coca-Cola seeks network for digital brief

LONDON - Coca-Cola is hunting a lead agency for iCoke, the global interactive marketing campaign the company hopes will attract the teen market via content, music and mobile.

The company is understood to have contacted six digital agencies -- AKQA, Modem Media/Digitas, R/GA, OgilvyOne, Avenue A/Razorfish and imc2 -- with a brief to develop a global portal for iCoke, to run in at least eight countries around the world.

Coca-Cola is backing the initiative, which is driven by the company's desire to own the teen market, with a budget of up to $6m (£3.26m). ICoke will focus initially on the flagship Coke brand, but may be rolled out across other brands later.

Coca-Cola wants an agency with experience in global marketing and building online communities, and is also asking for expertise in music, gaming, sports, mobile, search and e-commerce, as well as recommendations on managing user-generated content.

Coca-Cola is taking a close look at its global advertising relationships as part of a shake-up led by Mary Minnick, its recently appointed president of marketing, strategy and innovation. The company is looking for an agency to help it come up with a "big idea" for its next global brand campaign and, separately, is talking to agencies about creating branded content for TV on a global scale.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).