The company is understood to have contacted six digital agencies - AKQA, Modem Media/Digitas, R/GA, OgilvyOne, Avenue A/Razorfish and imc2 - with a brief to develop a global portal for iCoke, to run in at least eight countries around the world.
Coca-Cola is backing the initiative, which is driven by the company's desire to own the teen market, with a budget of up to $6 million. ICoke will focus initially on the flagship Coke brand, but may be rolled out across other brands later.
Coca-Cola wants an agency with experience in global marketing and building online communities, and is also asking for expertise in music, gaming, sports, mobile, search and e-commerce, as well as recommendations on managing user-generated content.
Coca-Cola is taking a close look at its global advertising relationships as part of a shake-up led by Mary Minnick, its recently appointed president of marketing, strategy and innovation. The company is looking for an agency to help it come up with a "big idea" for its next global brand campaign and, separately, is talking to agencies about creating branded content for TV on a global scale.
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