Coca-Cola has handed Mother a central role in the creation of its global "iconic" brand campaigns with a challenge to repeat the success of its "I wish" commercial.
The drinks giant appointed five agencies to the new global "iconic" work roster. The agencies are: Mother, London; Publicis, London; McCann Erickson, Spain; Berlin-Cameron Red Cell, New York and the German agency Internationale.
Berlin-Cameron Red Cell will continue to produce Coca-Cola's "makin' it real" campaign in the US.
The five agencies will be called upon over the year to produce global campaigns using "I wish" as a creative benchmark.
"I wish", which was produced initially for the UK market by Mother, was run by Coca-Cola across more than 20 territories after being picked up by Coca-Cola's US marketing department, under the chief marketing officer, Chuck Fruit. The ad, said to be Fruit's favourite, was the first non-US spot for the brand to run in that country.
The exact split of work across the five agencies remains unclear, but Mother will produce more than one film in the "iconic" campaign. New commercials are expected to appear in the second quarter of 2005.
Publicis London will also produce "iconic" work to sit above brand-specific advertising. While Publicis has been the European agency of record for main-brand Coke, its output has previously been limited to local promotional activity and launch campaigns in Eastern Europe.
Andy Medd, a Mother partner, said: "It's the best Coke brief anyone could invent."
Coca-Cola opened its global brand account to pitch in September 2004, announcing an additional $400 million marketing spend across Coca-Cola brands.
As part of the changes, Wieden & Kennedy Amsterdam has been appointed to lead an integrated campaign of Coca-Cola's football-related advertising across Europe, Latin America, Asia and, possibly, North America.
Mother - UK (Independent)
McCann Erickson - Spain (Interpublic)
Publicis - UK (Publicis Groupe)
Berlin-Cameron Red Cell - USA (WPP)
Internationale - Germany (Independent)
In addition, Wieden & Kennedy Amsterdam has won Coca-Cola's
football-related advertising in Europe, Latin America and Asia.