Coke hunts for 'big' global advertising concept

LONDON - Coca-Cola is on the hunt for a 'big' creative idea to form the basis of a global brand campaign and is talking to eight agencies across the world, including London-based independent Mother.

Coke held a meeting with the agencies in Paris last week, led by its global chief creative officer Esther Lee.

In addition to asking for concepts for the main brand, Coke is also asking the agencies to present "iconic" ideas to promote its other drinks brands.

As part of that strategy in the UK, the company is about to embark on an umbrella campaign created by Vallance Carruthers Coleman Priest. The ads will promote all Coke's 19 brands using the slogan "World of Refreshment".

The global agency teams that attended the Paris meeting are from WPP Group's New York-based offices of Ogilvy & Mather and Berlin Cameron/Red Cell; Publicis's Paris office; and two independents -- Wieden & Kennedy Amsterdam and Mother.

Mother previously created a UK campaign for Coke called "I wish", which featured a woman handing out bottles of Coke on the street. The company liked the work so much that it decided to use it on an international basis.

Coke is currently overhauling much of its global marketing business. Last month, it appointed Amsterdam-based independent agency StrawberryFrog as its agency of record for Diet Coke in Germany, replacing Publicis.

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