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Coke u-turn sees O&M on UK roster.
Ogilvy & Mather announced yesterday that it had won the global Fanta and Sprite accounts owned by Coca-Cola, in a move that flies in the face of the soft drink giant's much-vaunted "think local, act local" strategy.
The Sprite and Diet Sprite accounts move from Inter-public Group's Lowe Lintas & Partners, while Fanta shifts from Soul in the UK and Cliff Freeman & Partners in the US. Paul Simons, chairman and chief executive of Ogilvy UK, said: "It's very good news in these gloomy times and we're absolutely thrilled."
However, sources close to the business expect IPG to be compensated for its loss with the global Diet Coke account, currently handled by Wieden & Kennedy. It has not yet emerged if the business will be handed to Lowe Lintas or sister network McCann-Erickson. Powerade, the company's energy drink brand handled by Wieden & Kennedy in the US, is reported to be shifting to IPG's third major network, FCB.
The network appointments have been instigated by the president-chief executive of Coca-Cola's new-business ventures unit, Steve Heyer. The company's local marketing departments, however, still appear unclear about what is happening to their agency relationships. A spokesman for Coca-Cola UK said: "We are retaining the agencies we currently have in the UK and there are no current ...
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