Coca-Cola has shifted much of its digital creative work for all of its brands to Ogilvy Interactive following an extensive pitch.
It’s understood that Ogilvy will become the primary agency for brands including Coke, Diet Coke, Coke Zero, Fanta and Sprite, with The White Agency, which had previously managed the digital creative in a secondary role.
The pitch was called in January this year and involved at least seven agencies.
The Ogilvy group has significantly boosted its work with Coke brands in recent months. In January it added the Powerade and Mount Franklin brands to its portfolio after Coke dumped Publicis Mojo from its roster. Singleton Ogilvy & Mather already holds the main ad accounts for Diet Coke, Coke Zero, Fanta, Sprite and Coke Red.
