Coca-Cola has asked its three European roster agencies to pitch for
the next phase of its branding campaign, marking the first time in
recent history that the European brand advertising will be created
locally rather than imported from the US.
Leo Burnett, McCann-Erickson and Publicis have been asked to present
work for the main Coca-Cola brand to succeed the ’enjoy’ branding
campaign. The work will run in a cluster of markets across Europe but
could also be adapted for other regions.
The review is being overseen by Charles Frenette, who joined as
executive vice-president for Europe and Eurasia two months ago. As part
of the rethink, Coca-Cola has awarded a place on its roster to Soul, the
Bartle Bogle Hegarty breakaway agency, which is also understood to be
competing for the European brief.
Soul, which only opened its doors for business this month, has been
hired to create a TV, press and radio branding campaign for the main
Coca-Cola brand to run in the UK in the next couple of months.
’This is all a result of Coke dumping its global resource and giving
more responsibility to the regions,’ said a senior source at one of the
pitching agencies. ’It will not be about advertising country by country
but by clusters of countries which are culturally similar.’
One of the possibilities that Coke is thought to be considering is
clumping together two or three markets into mini-regions. This could
involve separating Europe into three separate sections: Southern Europe,
Germany and the rest of Europe, including the UK, France and
Douglas Daft joined Coke as its president and chief operating officer at
the beginning of this year and quickly set about transforming the
This involved lowering costs, stripping out ineffective layers of
management and taking a close look at its marketing strategy.
His first job was to devolve power from Coke’s Atlanta headquarters and
hand more decision-making to the regions, spelling a possible end to
global brand directors.
Andrew Coker, director of communications at Coca-Cola, confirmed that
Soul would be working with the company and that the European pitches are
None of the partners from Soul was available for comment as Campaign
went to press.