AKQA will lead Coke’s global and local interactive agency roster “in developing long-term creative and technical efficiencies throughout our system,” the marketer said, and help “coordinate different projects on both a global and a local scale.”
Coke has been aggressively pursuing strategies in sports, music, video games, mobile marketing, search and integrated content in order to better appeal to the youth market.
Among those efforts are Coke’s ICoke.com, MyCoke.com and Fridge.com corporate Web sites. The spokesman wouldn’t confirm earlier reports of other agencies involved in the review. Agencies believed to have bid for the reported $6 million assignment included Avenue A/ Razorfish, Digitas’ Modem Media, IMC2, OgilvyOne and R/GA.
AKQA referred calls to Coca-Cola. The agency -- with 350 staffers and five offices around the world -- counts Nike and Microsoft Corp.'s Xbox as clients.