Earlier this year, the brand invited 10 of its global agency partners to put forward their best ideas for its flagship brand.
“The outcome is that we will be moving forward with a networked agency approach, partnering with three of the 10 agencies in the initial stages to create the first round of creative work for Coca-Cola,” a spokesperson for Coca-Cola says.
The three agencies that have been appointed are Ogilvy NY, SRA Rushmore and Santo. They will work together to come up with a brief.
The other additional seven agencies will be kept on Coca-Cola’s roster and be able to contribute ideas to the final pool of work.
“This approach allows us to harness thinking from some of the best agency minds in the industry today and see the great work that comes from collaborating against a common brief for Coca-Cola,” says Coca-Cola.
The seven agencies David, Dentsu, FCB – South Africa, Martin Mercado, McCann Madrid, The Cyranos, and Wieden+Kennedy Portland, which came up with Coca-Cola’s current “Open Happiness” strapline.
Changes to top management
The news comes as Coca-Cola shakes up its top management, promoting James Quincey to president and COO. The COO position has not been filled since Muhtar Kent was promoted to CEO in 2008.
As second-in-command, Quincey will have responsibility for all the brand’s operating units worldwide. He will report directly to chairman and CEO Muhtar Kent.
“He has proven to be a successful and trusted leader and brings to this position a strong reputation for developing people and inspiring teams,” says Kent.
“His wealth of experience across our global system, particularly in Europe and Latin America, will be a valuable asset as we continue to accelerate growth through our 2020 Vision and our previously announced five strategic actions.”