Wieden Hires CD to Take On Diet Coke

Wieden + Kennedy has hired a new creative director on Diet Coke as the agency prepares the brand’s first major campaign in three years.

Rogaer Camp joins the Portland, Ore., office on March 1, just one month before new work on the Diet Coke is scheduled to break, sources said.

Shop CEO Dan Wieden will turn over the creative reins on Diet Coke to Camp, 31, an art director who is partnering with creative di rector Todd Waterbury, 34, who has worked at Wieden for seven years.

John Russell, Wieden’s global account director, said of Camp, “He’s got incredible experience not only on beverages, but other brands like Little Caesars, Pizza Hut and E! Entertainment. And he’s won some really incredible awards, too,” he said, referring to Camp’s Clios, Gold Lions and One Show awards.

Camp joins from Camp/Arbues, a shop he co-founded in San Francisco last year, whose client roster includes Soundbreak.com and Peerlogic. From 1999-2000, he was associate creative director at Leagas Delaney in San Francisco, where he worked on Adidas, among other accounts.

Camp’s experience also includes stints at Cliff Freeman and Partners in New York, where he worked on Coke’s Fanta brand, and BBDO in New York, where he worked on Pepsi and Pizza Hut.

Diet Coke has not had a major ad campaign since 1998.

Russell declined to comment on when the campaign would break. A representative for Coca-Cola also declined comment on the new ads.

Coca-Cola spent less than $1 million in media on Diet Coke last year, per Competitive Media Reporting.