Coke Asks Shops To Pitch Ideas for Next Big Campaign
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Coca-Cola Co. has invited 10 roster agencies to pitch ideas for Coke’s next big global campaign, which could potentially include ending the long-running “Open Happiness” campaign.
The process began this week in Atlanta and represents the first big agency move under new Chief Marketing Officer Marcos de Quinto. Shops invited span the globe and include David, Dentsu, FCB of South Africa, Martin Mercado, McCann of Madrid, Ogilvy, Santo, Sra Rushmore, The Cyranos and Wieden & Kennedy, Portland.
“We have invited a selection of our key agencies from around the world to bring their best thinking to Coca-Cola in order to create the strongest work for our flagship brand,” the company said in a statement to Ad Age. “We are always pushing ourselves and our agencies to deliver world-class creative with global appeal that engages and entertains our consumers and drives business growth. This process will help us harness thinking from some of the best agency minds from around the world to deliver the best possible work.”
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