Coca-Cola has put Arc on its direct marketing roster to handle its estimated £15m sales promotion business, following a five-way pitch.
The Publicis-owned agency will handle Coke’s portfolio of brands across retail outlets. Arc won the brief against agencies understood to have included Woo, The Big Kick, BD Network and incumbent Dynamo.
The agency’s brief will involve all promotional work, particularly in-store messaging across the grocery and impulse categories. It will promote Coke’s entire portfolio of brands, including Coca-Cola, Minute Maid and Fanta.
Arc’s win is understood to be its biggest for the last two years and comes on the back of other significant account wins, including work for Kraft and Procter & Gamble.
Arc offers services across direct, digital and promotional. It has around 170 employees and its client list also includes Samsung and BT. Last year Arc London merged with Triangle to form Arc UK.
Coke recently awarded the pan-European advertising account for its Powerade energy drink to Mother, following a two-way pitch against an unnamed German agency.