The Diet Coke review had stretched on since November because Coca-Cola executives were said to have found the presentations made by Lowe and FCB uninspiring. Earlier contenders had been Interpublic's Martin Agency, Richmond, Va., and Gotham, New York, though shops not aligned with Interpublic had circled the account once word of Coke's displeasure seeped out.
"FCB presented some fresh thinking and creative ideas that we think are right for the brand," a Coca-Cola spokesman said.
Rebound from PepsiCo loss
The hard-fought victory is
FCB had handled Pepsi's Aquafina, Gatorade and Tropicana as well as many brands for Quaker Oats Co., which PepsiCo had purchased.
Diet Coke's next ad work is expected to continue in the vein of Lowe's "Do What Feels Good" campaign, with more of an emphasis on the doing of things, one executive said.
No comment on campaign
FCB's CEO, Brendan Ryan, declined to comment on the campaign. Mr. Ryan said FCB executives from around the globe had come together to pitch the account.
Several people familiar with the brand have said billings are unlikely to exceed $12 million, as the marketer fights to boost sales for its flagship brand, Coca-Cola Classic.
Diet Coke was Lowe's biggest Coca-Cola account, though it also has worked on the beverage giant's Planet Java and Mad River brands.
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Kate MacArthur and Lisa Sanders contributed to this report.