Coke picks W&K for flagship creative task

Wieden & Kennedy has emerged triumphant in the global Coca-Cola pitch after a final shoot-out against WPP's Voluntarily United Group of Agencies.

The decision ends a year-long hunt for an advertising agency to create a global platform for the flagship Coke product. The pitches were led by W&K's Amsterdam office and Sra. Rushmore United.

W&K will develop an overarching idea for the brand, which will then be adapted for local markets.

Other Coke roster agencies, including Ogilvy & Mather, Publicis, McCann Erickson and Mother, were involved in the pitch at an earlier stage. The appointment will not affect their respective handling of the local Coke accounts.

Earlier this month, W&K's Portland office walked off with the flagship $150 million Coca-Cola North American account. It swiped the account without a pitch from Berlin Cameron United.

W&K declined to comment on the story.

Separately, AKQA has won the £3 million global online account for Coca-Cola. It picked up the business following after a six-way pitch.

It will now act as the lead agency on Coca-Cola's iCoke initiative, which aims to attract teenagers to the brand.