Coca-Cola seeks network for digital brief

Coca-Cola is hunting a lead agency for iCoke, the global interactive marketing campaign the company hopes will attract the teen market via content, music and mobile.

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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