The account, to be handled out of Singapore, follows a pitch against other roster agencies in the region: Publicis Groupe-backed Bartle Bogle Hegarty, independent M&C Saatchi, Interpublic Group of Cos.' McCann Erickson and Lowe Worldwide. Previously, assignments for brand Coke have been split between different agencies in local markets such as Lowe in Thailand, McCann in Malaysia and Bartle Bogle and M&C Saatchi in Singapore and they will still handle some local work. "[Ogilvy] will be developing a creative strategic framework for brand Coca-Cola across the region," said Hong Kong-based Darren Marshall, group marketing director, Coca-Cola East and South Asia & Pacific Rim.
Ogilvy picked up Coke Light's regional business earlier this year, and coordinates it from Hong Kong. The agency also handles creative for Sprite in many Asian markets. Regional media buying was not part of the pitch.