Wieden Wins Coke ‘Iconic’ Contest

NEW YORK Coca-Cola has confirmed the selection of Wieden + Kennedy to handle its global “iconic” advertising for Coke Classic after a review. The work will break next year and likely run in the U.S. as well as in overseas markets, Coke said.

Independent Wieden competed against WPP Group’s Berlin Cameron, which teamed with Sr. Rushmore/Red Cell in Madrid for final presentations held in Atlanta on Tuesday. Wieden presented first, sources said.

Sources said the agencies presented to Coke senior executives including company CEO Neville Isdell, president of marketing strategy and innovation Mary Minnick, global chief creative officer Esther Lee and Coke franchise vp Marc Mathieu.

The shops submitted work across a broad platform, which then must be translated in different ways for various countries, sources said. The win was based on the concepts that would work best across that platform, but sources said the ideas would still be tested.

Coca-Cola, which in recent years has left the selection of local campaigns up to Coke offices in different countries, wants the winning idea to run all over the world with minor cultural customization as necessary, sources said.

“The thinking is, the campaign should run in every country, and if a local office decides not to [run it], they have to provide a reason” to company officials in Atlanta, one source said.

Executives at the agencies referred calls to the client.

Earlier this month, Wieden in Portland, Ore., added the $200 million U.S. Coke Classic account. That work had been at Berlin Cameron.

This story updates an item posted earlier today with Coke’s confirmation.