The IPG agency, which historically has handled the bulk of Coke in Asia, won the business following a pitch with an unknown number of roster agencies. Coca-Cola would not confirm the appointment. The brief is expected to look at ways to distinguish the two brands as Coke Zero - the men-targeted low-calorie soft drink - rolls out across Asia.
The move follows the news that McCann lost its local below-the-line Coke Light business in the Philippines to Leo Burnett (Media, 2 May), but retained the above-the-line ‘thematic’ account. Separately, Coca-Cola has called a review of its media planning and buying business in Thailand putting incumbent Initiative on alert.
