The company held a brainstorming session in Paris last week, chaired by its global chief creative officer, Esther Lee. Ogilvy & Mather New York, Berlin Cameron/Red Cell, Publicis Paris, Mother and Wieden & Kennedy Amsterdam attended the meeting.
Naked Communications and the Los Angeles agency Amoeba were invited to present non-traditional communications strategies.
Coke has asked the agencies to come up with ideas both for its flagship Coca-Cola brand and for its other, supporting products.
The move presents Mother with an excellent opportunity to make more headway into the Coca-Cola roster. The agency already works on the Dr Pepper, Lilt and Oasis brands domestically, and handles the main Coca-Cola account, which it has gradually prised from McCann Erickson over the past two years.
Mother's first brand campaign for Coca-Cola , "I wish", which featured a woman handing out bottles of Coke in the street while singing, was rolled out internationally.
Coke is reviewing many of its global agency relationships - it recently appointed StrawberryFrog to handle Diet Coke in Germany, while last October, the independent VCCP replaced Lowe as Diet Coke's UK agency of record.
Despite ramping up its efforts to find new work for its main brand, Coke is keen to spread its marketing activity across its entire portfolio of products, thus reducing its reliance on its carbonated soft-drink brands.
The company is about to launch a poster campaign from VCCP.