Ogilvy beats M&C in Coke showdown

Ogilvy & Mather has scooped brand Coke's regional creative strategy task for Southeast Asia and India, after joining the pitch in the final round. The win, estimated at US$10 million, comes after M&C Saatchi emerged from a first phase that also included BBH, McCann Erickson and Lowe to contest a final presentation against a creative approach derived from Ogilvy's Latin American work for the brand (Media, July 15).