Coke charges roster with Classic brief

Coca-Cola is holding an inter-roster review as it looks to create an iconic global campaign for its Classic Coke brand.

The agencies involved include Mother London, McCann Erickson South Africa, Bartle Bogle Hegarty Singapore, Publicis Paris, the Toronto-based Taxi, Campbell-Ewald Warren, Berlin Cameron/Red Cell and Crispin Porter & Boguksy's Miami office.

Despite operating a complicated roster system and with a tradition of airing different ads across different markets, Coke is now looking to develop a campaign that lends a "magic" feel to the brand and can run in multiple markets.

But Coca-Cola has not ruled out the possibility of different agencies being commissioned to deliver one-off projects.

Berlin Cameron was awarded the global branding brief for Coke in February.

Its star-studded "real" commercials, created to run in the US market, are the lead brand campaign, but it is unclear if they will continue to play a central role in Coke's global advertising strategy after the review.

The pitch comes just months after a top-level management shake-up led by Neville Isdell, the new chairman and chief executive, in which Chuck Fruit was named Coke's chief marketing officer.

So far, the new management team has signalled a concerted return to global advertising, while many observers believe the review will result in Coca-Cola further strengthening Interpublic's share of the business, after Steve Heyer, Coke's president and chief operating officer, quit.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus