Coca-Cola names lead agency for Sprite ASEAN's integrated brand experience


The Coca-Cola Company (TCCC) has selected creative start-up Imperfect Circle as the lead partner for its integrated brand experience for Sprite's ASEAN account. Imperfect Circle was founded six months ago by David Nobay, former founder and creative chairman at Publicis-owned creative agency Marcel Sydney, and Emma Daines, founder and owner of Fin Design & Effects.

The agency has offices in Singapore, Shanghai and Sydney and was launched earlier this year after Nobay left his role at Marcel. Imperfect Circle declined to comment on Marketing's queries.

According to Pratik Thakar, integrated marketing communication director of The Coca-Cola Company Southeast Asia, his team's decision to entrust Sprite to a young creative company is in line with its integrated brand experience expectations for the Sprite brand.

“From a commercial perspective, Sprite is already one of TCCC’s most successful brands in this region. Now, we intend to capitalise on its organic growth across ASEAN with purposeful creativity that matches Sprite’s own, bold ambitions. We see Imperfect Circle as a key partner in that creative journey," he added.

Meanwhile, Jeremy de Villiers, newly appointed partner and COO at Imperfect Circle said as exciting as emerging technology is to a brand like Sprite, ultimately, the most fundamental ingredient for innovation is mutual trust and a shared sense of success with its client partners

"For a global company as respected as TCCC to invite a young company like ours into their ASEAN family is a huge boost to our team and a trust we passionately intend to repay," he added.

Prior to joining Imperfect Circle, de Villiers was the regional operations director at VMLY&R and previously oversaw operations for Clemenger BBDO and Leo Burnett.

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