Ogilvy Gets Coke Job in Mexico

NEW YORK Coca-Cola has awarded a creative assignment on Coke Classic in Mexico to WPP Group’s Ogilvy & Mather, a client representative confirmed.

The Atlanta client had been soliciting ideas on its flagship Coke Classic brand in Mexico, said Coke rep Kelly Brooks earlier this month, calling the process a “creative exercise for ideas on specific Coke initiatives” [Adweek, June 7].

Brooks reiterated this week that the process “was not an agency review, but an exercise to generate supplemental creative ideas for brand Coca-Cola. McCann Erickson remains agency of record.”

Sources said Coke held credentials meetings with various agencies in Mexico City in late May and narrowed the list to roster shops Publicis, Ogilvy’s Mexico City office, and the incumbent on the Mexican business, Interpublic Group’s McCann Erickson.

Sources said McCann will continue to be the Coke Classic agency for Mexico, which a Coke rep confirmed earlier this month. Coke executives could not be reached for comment on what McCann’s status would be with Ogilvy working on an assignment.

Ad expenditures on Coke Classic were undisclosed, but sources said the company spends about $100 million in measured media in Latin America.