Vita Coco Ends Saatchi Relationship After Only Six Months
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Saatchi & Saatchi, New York’s relationship with Vita Coco coconut water has ended after a very short run.
While the shop created the concept for a new campaign that will launch soon, the brand has decided to farm out the execution to several agencies located around the globe. As a result, Vita Coco will not be renewing a six-month agreement with Saatchi that began in July of 2014, according to the brand.
“We’re excited with the overall idea’s potential,” Jane Prior, Vita Coco’s executive VP for global brand strategy and development, said in a statement. But “over the course of the last few months, it became clear Vita Coco’s global teams need more regional, tactical support to deliver on Saatchi’s concept. For this reason, we’re mobilizing in-house resources and other agency partners to deliver the final campaign in multiple, international markets.”
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