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International: Coke hires Ogilvy to lead sustainability drive

23-July-2008
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International: Coke hires Ogilvy to lead sustainability drive

Coca-Cola has awarded a regional marketing brief to Ogilvy as the soft drinks giant looks to push its sustainability credentials in the Asia-Pacific region. Karen Wong, Coke’s Regional Director of Global Platforms, who ran the pitch, confirmed the news, but would not comment on the brief.

Wong, previously South Pacific Marketing Manager, shifted to a global role in February 2008 with a remit to create a new business model for Coke, based around sustainability. Ogilvy is expected to explore ways of interpreting Coke’s global sustainability principles for Asian audiences.

The WPP agency was chosen ahead of Coke roster agencies Euro RSCG and Publicis. R3, a Singapore-based company into remuneration, reviews and relationship, ran the pitch.

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