According to sources, Coca-Cola selected Pico following an R3-managed pitch that included as many as 12 agencies, including an Ogilvy Action/JWT alliance, and Publicis shop Betterway (Media, 28 March). Pico will work closely with Coca-Cola global activation agency Ignition, which was also reportedly involved in the mainland pitch.
The China component of the global torch relay is being billed as the mainland’s largest ever ground event. The development comes as Coca-Cola sponsors the relay for the sixth time in 12 years, along with the programme’s other presenting partners, Lenovo and Samsung Electronics.
