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Coca-Cola is at it again.
The mercurial client has invited six agencies to present ideas for a global campaign for its flagship brand that could supplant the current “Real” platform used around the world. Just two and a half years ago, Berlin Cameron/Red Cell won lead status on the brand. The WPP shop developed the “Real” campaign, which debuted in January 2003; the tagline evolved into “Make it real,” which ran in the U.S. and overseas earlier this year.
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