Agencies line up for Coke digital roster

LONDON - Coca-Cola is talking to agencies about its digital advertising arrangements with a view to expanding its UK roster.

Coca-Cola…Euro 2008 TV work from Santo
Coca-Cola…Euro 2008 TV work from Santo

The soft-drinks giant has scheduled meetings with existing roster agencies, and has also asked a number of non-roster digital shops to provide credentials.

The process is understood to be procurement-driven.

The review is being led by Joanna Hyder, the head of digital marketing at Coca-Cola, who recently returned  from maternity leave.

Although a decision has yet to be made as to the extent of the roster expansion, it is understood that any new agencies that are appointed will be assigned briefs across Coca- Cola's 16-strong portfolio of UK brands, which includes Coca-Cola, Sprite and Oasis.

The company's existing UK digital agencies include glue London, AKQA and Grand Union, as well as the digital start-up Work Club, which was appointed in September last year to develop a pan-?European digital strategy ?for Coca-Cola's sponsorship of this summer's Euro 2008 football tournament.

The process coincides with ?a review of the global advertising account for Diet Coke, which is currently handled by VCCP in the UK and Publicis Mojo New Zealand globally.

Coca-Cola is also considering reviewing the global ad ?arrangements for its other Coke brands.