Coca-Cola has given its next big global campaign to three WPP agencies: Ogilvy New York, Sra Rushmore in Madrid and Santo in Buenos Aires. The agencies were selected out of the 10 roster shops. With this selection Coca-Cola completes a review that began in March. “We set out in this process with the goal of uncovering the best ideas and marrying those to executional excellence, anticipating that they may come from different sources” Coca-Cola said in a statement. “The outcome is that we will be moving forward with a networked agency approach, partnering with three of the 10 agencies in the initial stages to create the first round of creative work for Coca-Cola.” The approach allows the beverage company to use some of the creative minds in the industry and see the great work that comes from collaborating in a common brief for Coca-Cola. The remaining agencies that participated in the review will continue on Coke’s roster and will contribute to the final pool of work. This includes Wieden & Kennedy Portland, which has been a key agency in the U.S. for the company. The review marks the first big agency move under Chief Marketing Officer, Marcos de Quinto, who took over as CMO in January.
