For the first time in recent history, European agencies have been invited to pitch for Coca-Cola’s brand advertising. Hitherto such advertising was created stateside and then adapted by local shops. The review will be conducted by Charles Frenette, Coke’s new executive vice-president for Europe and Eurasia.

Perhaps motivated by the brand’s falling star in Europe, Frenette has invited Coke’s three European roster agencies – Leo Burnett, McCann-Erickson and Publicis – to pitch for the next phase of its branding campaign which will supersede the current “enjoy” theme. The new work will run on a pan-European basis and may also be adapted for other regions.

As part of the new strategy, Coca-Cola has also awarded a place on its roster to Soul, the Bartle Bogle Hegarty breakaway that opened its doors for business only this month. The London-based start-up has been hired to create a British TV, press and radio branding drive for the main Coca-Cola brand, and is also understood to be competing for the European brief.

News Source: CampaignLive (UK)