Coke sees agencies for ideas to revamp giant Piccadilly site

Coca-Cola Great Britain is in talks with agencies about a new advertising project for its digital billboard at Piccadilly Circus in London.

The company has drawn up a shortlist of Campbell Doyle Dye, Vallance Carruthers Coleman Priest and Michaelides & Bednash. The review is being run through the AAR.

The sign has traditionally featured animated variations of Coke's logo, but the company is looking to make more use of the medium and will use it to showcase specially tailored interactive content.

The company is considering plans to double the sign's size. This would involve buying out the other advertisers who use the site, including Samsung, McDonald's, Fuji and Sanyo. The strategy is to make the sign a newsworthy landmark.

The site is owned by Land Securities. Space is sold by The Marketing Department.

Three years ago, Coca-Cola upgraded its display from a static neon sign to digital. Last year, it revamped the site again, replacing its projector installation with an LED daylight display system.

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