BBH Asia-Pacific nets flagship Coke brands

Bartle Bogle Hegarty Asia-Pacific has been appointed by Coca-Cola to handle the advertising for its flagship brands Coca-Cola and Coca-Cola Light.

The Singapore-based agency beat Lowe, DDB and the incumbent, M&C Saatchi, to the account, which is believed to be worth approximately $10 million.

However, Coca-Cola's global agency, McCann-Erickson, was not asked to pitch. This follows recent moves by Coca-Cola away from the IPG network.

In the US, it moved its creative account out of McCann in favour of appointing WPP's Berlin Cameron/Red Cell. And in the UK, the company has asked the hotshop Mother to join McCann in presenting it with big-picture brand ideas.

On the BBH appointment, Coca-Cola Singapore's marketing director, Karen Wong, commented: "We were impressed with BBH's thoroughness of insights and clarity in thinking, leveraged through great execution."

Ben Fennell, the chief executive of BBH Asia-Pacific, added: "Every agency in the world would love to work on iconic brands such as these. We were up against some very good agencies, so it is an especially satisfying win."

The appointment follows a series of wins for BBH in the region. The agency was recently handed a Starbucks brief in Japan, and it also secured the Unilever brand Axe across Asia-Pacific.