Coca-Cola reviews multi-million pound Euro Coke Zero ad account

Coca-Cola has started a multi million-pound pan-European advertising review of its Coke Zero brand, as part of the drinks company’s global plan to consolidate its agency rosters. The brand is worth £5.8m in the UK.

Sources say agencies are being asked to pitch for the business with a view to launching new work at the beginning of next year.

Agencies understood to be involved in the pitch include Wieden & Kennedy Amsterdam, VCCP and Argentinean agency Santo.

As part of a wider rethink of its marketing strategy, Coke has been looking to cut the number of agencies on its roster and take a more “regional approach” to its advertising.

This follows the appointment of Mother to the pan-European £35m Diet Coke account. VCCP, which was appointed to the UK business in 2004, is not believed to have been involved in the Diet Coke pitch.

Mother has been app­ointed to handle Coke’s summer “Coke Side of Life” campaign. It is also expected to create a winter campaign.

Coke has extended its new regional focus to its other drinks brands as well, when earlier this year it appointed Ogilvy & Mather Frankfurt to the pan-European Sprite ad account.

Last week, Fallon beat incumbent Mother in a pitch for the pan-European Powerade account. The reviews come in the wake of Coke’s global plans to cut up to $500m (£250.7m) in costs by 2011.

A Coke spokesman says: “In the UK we continue to work with VCCP on Coke Zero. We have no other Coke Zero news to announce.”

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