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Coke Zero Awards U.S. Creative Business

Account shifts from Crispin, lead shop since 2005

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Droga5 has plenty of time to celebrate its Coke Zero win, as the new agency's first big campaign isn't expected until March.

The New York shop won U.S. creative responsibilities on the brand after a review. The other finalists were Ogilvy & Mather, 72andSunny and Leo Burnett, according to sources.

The assignment includes both traditional and digital marketing, a Coke representative said. Media spending on the brand totaled around $35 million last year, according to Nielsen. That figure, however, doesn't include online spending.

Droga5 succeeds Crispin Porter + Bogusky on the business. Crispin, which handled the brand since its U.S. launch in 2005, did not defend.

The pitch contenders were all familiar to parent company Coca-Cola, having worked for the beverage giant in the past. In fact, Droga5 joined the Coke roster about two years ago when it landed a global assignment on Vitaminwater.

Although significant, the Coke Zero account won't be the biggest at Droga5. The agency's largest client is Kraft, for which it handles seven brands, followed by Prudential. Still, a brand that advertises during NFL and NCAA basketball games gives the shop a major stage on which to perform.