Ogilvy Ideas Hold Sway With Sprite

NEW YORK Incumbent Ogilvy & Mather has emerged the winner in a competition to find new creative ideas for Coca-Cola’s Sprite brand, the client said.

Work from New York’s Ogilvy, a WPP Group shop, beat out presentations made by independents Wieden + Kennedy in Portland, Ore. ( a roster shop that handles Coke’s Powerade brand ), WongDoody in Seattle, DiNoto in New York and Modernista! in Boston. Publicis Groupe’s Saatchi & Saatchi in New York, was a late entry into the process, sources said.

Coke representative Scott Williamson said that Ogilvy, “We had solicited creative ideas from other agencies. the review of those other creative ideas has been done. The brand managers have decided they want to pursue they want to build on the ideas Ogilvy presented as part of that process.” He declined further comment.

Sprite has faced increased competition from the national launch last year of PepsiCo’s Sierra Mist. Sources said Coke began looking beyond Ogilvy for ideas early last month. Client executives wanted a more youthful execution of the creative and is urgently trying to have work ready to show at the October bottlers’ meeting, sources said.