Madrid-based Sra. Rushmore, the incumbent on the business, pitched against Mother but failed to retain the account. The Spanish agency is part of WPP Group's United Network.
Quality trumps quantity
Mother partner Andy Medd said, "This is about creating consistency and quality in more markets. There will be fewer, better campaigns."
Coca-Cola has been changing its approach to marketing in Europe following the hiring of Guy Duncan, former client services director at WPP branding agency Coley Porter Bell, as director of creative development for Europe in June.
The soft-drink giant is now looking for a more regional approach to communications instead of the market-by-market campaigns that have been created in recent years.
The appointment is seen as a further strengthening of the relationship between Coke and Mother. Last month, Mother won the $70 million pan-European Diet Coke account without a pitch, and already handles a portfolio of Coca-Cola brands in the U.K. including Dr Pepper, Powerade, Lilt and Schweppes. (Schweppes and Dr Pepper are distributed by Coca Cola Great Britain.)
Holiday package on way
Mother created Coca-Cola's pan-European Christmas campaign, "The Greatest Gift," which ran in the holiday seasons of 2006 and 2007 and will be seen again this year.
The relationship between marketer and agency runs deep. Two years ago Mother's strategy director, Jonathan Mildenhall, left the agency to become Coca-Cola's VP-global advertising and creative excellence, based in Atlanta. Mr. Medd, one of Mother's founders, worked for Coca-Cola from 1993 to 1998.
Wieden & Kennedy is still the agency of record for Coca-Cola's global campaigns.