Wieden + Kennedy is the 4th Agency to Take on Sprite in 3 Years

With each shift, a change in strategy

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Sprite has shifted its creative business in the U.S. again—this time to the New York office of Wieden + Kennedy, according to sources involved in the decision.

W+K, a Coca-Cola roster shop that already works on Coke and Powerade, becomes the fourth agency in three years to handle the brand domestically. Sprite's media spending totaled nearly $14 million last year, up from just $7 million in 2013, according to Kantar Media.

The shift came after a pitch that also involved R/GA (another Coca-Cola roster shop) and the incumbent, Translation, sources said.

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