Agencies line up for Coke digital roster

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

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.

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