Coke picks W&K for flagship creative task

Wieden & Kennedy has emerged triumphant in the global Coca-Cola pitch after a final shoot-out against WPP's Voluntarily United Group of Agencies.

The decision ends a year-long hunt for an advertising agency to create a global platform for the flagship Coke product. The pitches were led by W&K's Amsterdam office and Sra. Rushmore United.

W&K will develop an overarching idea for the brand, which will then be adapted for local markets.

Other Coke roster agencies, including Ogilvy & Mather, Publicis, McCann Erickson and Mother, were involved in the pitch at an earlier stage. The appointment will not affect their respective handling of the local Coke accounts.

Earlier this month, W&K's Portland office walked off with the flagship $150 million Coca-Cola North American account. It swiped the account without a pitch from Berlin Cameron United.

W&K declined to comment on the story.

Separately, AKQA has won the £3 million global online account for Coca-Cola. It picked up the business following after a six-way pitch.

It will now act as the lead agency on Coca-Cola's iCoke initiative, which aims to attract teenagers to the brand.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content