[London] Coca-Cola Great Britain moved the estimated $10 million Diet Coke brand from Interpublic Group of Cos.' Lowe
, London, to fellow roster agency Vallance Carruthers Coleman Priest, two years after Lowe won the business from independent Wieden & Kennedy. Lowe's Diet Coke work included a series of light-hearted ads featuring the catchline "It must be a Diet Coke thing." Independent VCCP, London, joined the Coke roster last year to produce creative work for the relaunch of the landmark electronic Coca-Cola sign in London's Piccadilly Circus. Lowe continues to handle Coca-Cola brands Sprite and Malvern bottled water in the U.K. A Coca-Cola spokeswoman and both agencies declined to comment on the move.