Diet Coke Parts Ways with Lowe

NEW YORK Diet Coke is parting ways with Lowe and is moving its $40 million U.S. account to Foote, Cone & Belding, the client confirmed. The win is only for the domestic business, not the estimated $75 million global account as earlier reported. Multiple agencies, including Lowe, handle the brand overseas, a Coke rep said.

The win came after a creative review in which the only other finalist was incumbent Lowe. It started as a “jump ball” among four Interpublic Group shops: FCB, which pitched from New York and Chicago, Lowe and Gotham, both New York, and The Martin Agency in Richmond, Va.

Lowe