Four agencies pitch for Coca-Cola S'pore work

<p>SINGAPORE: Coca-Cola has put its Singapore account up for review, </p><p>claiming its current "Life tastes good" brand campaign failed to meet </p><p>expectations. </p><p><BR><BR> </p><p>Incumbent McCann-Erickson, Saatchi & Saatchi, Lowe Lintas & Partners and </p><p>M&C Saatchi were asked to develop a new brand positioning. </p><p><BR><BR> </p><p>The submissions are being tested out in a consumer research exercise to </p><p>help Coke in the selection process. </p><p><BR><BR> </p><p>The "Life tastes good" campaign was developed by McCann-Erickson in the </p><p>US and launched globally in April. </p><p><BR><BR> </p><p>McCann Singapore adapted the campaign for the city. The campaign toed </p><p>the global strategy but featured a local band Urban Xchange. It is </p><p>understood that Darren Marshall, Coke's head of marketing for south-west </p><p>Asia, ditched the "Hwah" campaign he was working on to make way for the </p><p>global campaign. </p><p><BR><BR> </p><p>Agencies in the pitch declined comment, saying they were concerned about </p><p>media coverage as it remained unclear whether Coke Singapore has </p><p>notified its Atlanta head office about reviewing the account, which is </p><p>internationally aligned to McCanns. </p><p><BR><BR> </p><p>The machinations in Singapore coincide with news in the US that Coke has </p><p>altered some ads, removing the "Life tastes good" tagline after the </p><p>September 11 US attacks. </p><p><BR><BR> </p>