Coca-Cola has awarded its pan-European branding duties to Paris-headquartered Publicis.

The French group, which will be asked to develop Coke’s ‘Enjoy’ theme in Europe, fought off rival pitches from McCann-Erickson and Leo Burnett (both Coke roster networks), as well as the UK’s Soul.

The move reflects Coke’s drive for more regional autonomy in marketing under president Douglas Daft. It is the first time the company has assigned duties to a network on a regional basis.

It is understood that the account will be coordinated by the network’s agency in London, with creative input from other Publicis offices.

News Source: CampaignLive (UK)