Beverage giant Coca-Cola has picked three WPP agencies – Ogilvy, New York; Sra Rushmore of Madrid; and Santo of Buenos Aires – for its global creative mandate. The decision was reached after a review which launched in March, involving 10 agencies.
According to a statement given to AdAge by Coke, the company aims to move forward with a “networked agency approach” for its first round of creative campaigns.
The article also stated that the seven other agencies vying for the account included incumbents Wieden & Kennedy Portland, Dentsu, The Cyranos McCann in Barcelona, McCann of Madrid, Mercado McCann in Buenos Aires, David and FCB of South Africa. A Coke spokesperson added that these agencies will remain on Coke’s roster and will “contribute to the final pool of work.”
Meanwhile, Ogilvy & Mather was earlier invited to pitch for Coca-Cola’s media buying and planning account, in a review that has yet to be concluded. O&M is reportedly competing against media players such as MediaCom and Starcom MediaVest for the account. According to a statement by Ivan Pollard, senior VP for connections, investments and assets at Coca-Cola North America, the company was reviewing its whole agency model.
Marketing has reached out to both Coke and WPP for a statement.