Vallance Carruthers Coleman Priest (VCCP) has won the business to develop advertising for Coca-Cola’s digital billboard at Piccadilly Circus in London.
The agency picked up the business after a three-way battle against Campbell Doyle Dye and Michaelides & Bednash. The pitch was overseen by the AAR.
Coca-Cola has departed from its usual agency roster to make the appointment, although it says the decision to appoint VCCP does not mean the agency will receive further work. A spokeswoman says: “Very specifically, it is contracted to work on the launch creative work that will appear on the Piccadilly site.”
Coca-Cola is believed to have big plans for the site, which it will unveil before the summer. Speculation suggests it may buy out other companies on the site and introduce advertising with interactive content.
The site is owned by Land Securities and space sold by the Marketing Department. Other advertisers on the site include Fuji, McDonald’s and Sanyo.
The company says that more than 1 million people pass through Piccadilly Circus every week. Westminster council adds that at morning peak drive-time there are 250 vehicles an hour passing through Piccadilly Circus to Coventry Street.