However, Stephen Drummond, senior director of integrated marketing and communications for Coca-Cola Greater China clarified that the company is not pitching its core creative business. He said that Leo Burnett remains the lead creative partner.
Drummond was not able to provide details of the projects but said "it is quite normal for us to involve several agency partners" when planning a major project. “This reflects both the scale of these projects and the complementary skillsets required in today’s complex media world,” he said.
He noted that the ‘Share-A-Coke’ campaign, which recently won the Grand Prix in the China Effies, involved seven agency partners, including Leo Burnett, Isobar, Admaster, Starcom, Social Lab and a local agency under Grey.
According to a Bloomberg article published 8 November, Coca-Cola plans to invest more than $4 billion in China from 2015 to 2017 as it builds factories and adds new products to meet demand and counter rising competition. The article noted that Coke and is also open to acquisitions in China and may consider deals with complementary businesses, such as makers of juices or plant-protein drinks like almond milk.
DDB recently won creative duties for a major 2014 project for Pepsi.