Leagas Delaney has won a coveted place on the Coca-Cola roster by
landing an international project for Fanta. The win comes after a secret
pitch against Publicis and DMB&B.
A spokesperson for Coca-Cola would not be specific about Leagas
Delaney’s role, but confirmed: ‘Leagas Delaney has been appointed to
handle a couple of projects. Initially these will be for Fanta, but
there could be others.’
Bruce Haines, the chief executive of Leagas Delaney, was unavailable for
comment as Campaign went to press.
Leagas Delaney’s work, which is likely to run across the Continent where
the brand is particularly active, will be an addition to a global
campaign that the US agency, Cliff Freeman and Partners, is currently
working on and which will be adapted for local markets. Cliff Freeman
won the main global Fanta account last month.
Leagas Delaney’s appointment spells the end of a full review of
advertising activity for the world’s third best-selling soft drink,
which was previously globally aligned with DMB&B. The incumbent is
reported to have retained the brand for local assignments in 12 markets
following the rethink.
It isn’t clear whether Leagas Delaney will work on Fanta in the UK where
the drink’s advertising has been dormant since 1992, despite pressure
from rivals such as Tango.
An added complication to date has been Coca-Cola’s joint distribution
deal in the UK with Schweppes - Coca-Cola Schweppes Beverages - which
has distributed both Fanta and the competitive Schweppes brand, Sunkist.
But Coca-Cola Enterprises bought Schweppes’ stake in the venture in
June, leaving room to promote its own product more heavily again.
Leagas Delaney is the latest agency to squeeze on to the Coca-Cola
roster following the company’s u-turn on advertising strategy in 1994.
After 38 years aligned with McCann-Erickson, it began decentralising to
a number of roster shops. Recent changes have included Bartle Bogle
Hegarty’s appointment as the drinks giant’s ‘global anti-own-brand