Coca-Cola has named the three agencies that will create its next global campaign after inviting a total of 10 shops to pitch ideas earlier this year. Coke confirmed to Adweek that the winning shops—all WPP agencies—are Ogilvy New York, Madrid's SRA Rushmore and Santo in Buenos Aires.
The goal behind the brand's search was to bring together the best ideas from agencies around the world that will resonate with people on a global scale. The new work will follow Wieden + Kennedy's "Open Happiness" campaign, which debuted in 2009.
"We set out in this process with the goal of uncovering the best ideas and marrying those to executional excellence, anticipating that they may come from different sources," Coca-Cola said in a statement.
While the three winning agencies will contribute ideas for the initial planning stages of the campaign, the seven additional shops that participated in the process—David; Dentsu; FCB, South Africa; Martin Mercado; McCann Madrid; The Cyranos; and Wieden + Kennedy, Portland—won't walk away empty handed. They'll remain on Coke's roster and, according to the brand's statement, will be involved in pitching ideas in the campaign's final stages.
"This approach allows us to harness thinking from some of the best agency minds in the industry today and see the great work that comes from collaborating against a common brief for Coca-Cola," the soft-drink brand said in the statement.
Coke—which spent roughly $406 million on media in the U.S. last year, according to Kantar Media—has made a number of strategic moves over the last year to revamp its marketing, including hiring Marcos De Quinto as its new chief marketing officer last October.