Karen Wong, Coke’s regional director of global platforms, who ran the pitch, confirmed the news. Wong, previously Coke’s South Pacific marketing manager, shifted to a global role in February with a remit to create a new business model for Coke based around sustainability.
Coke has never enjoyed an image as a sustainable company, and has drawn accusations from NGOs that its business model involves waste, pollution and questionable nutrition.
Ogilvy Singapore is expected to explore ways of interpreting Coke’s global sustainability principles for Asian and global audiences.
The WPP agency was chosen ahead of the usual Coca-Cola roster agencies, Euro RSCG and Publicis. R3 managed the pitch process.
Coke picks Ogilvy for green strategy
SINGAPORE - Coca-Cola wants to boost its sustainability credentials and has hired Ogilvy as its marketing partner in Asia-Pacific following a three-way pitch.
