Diet Coke: previously worked with Droga5 LondonDiet Coke has picked Ogilvy, part of WPP’s Open X, to handle its ad account across the UK and EMEA regions following a competitive review.
Campaign UK understands that the agency has been briefed to create work with a heavy focus on social and influencer marketing.
The pitch process included Mother and Havas’ Uncommon Creative Studio, as well as two other unknown shops.
James Murphy, chief executive of Ogilvy UK and founder of New Commercial Arts, said: “We’re delighted to be working with Diet Coke – an iconic brand with a distinctive voice and place in culture – and excited to help shape its next chapter.”
Diet Coke has previously worked with Spring Studios, which created an ad starring actor Jamie Dornan in 2024.
In 2022, Anomaly created “Love what you love”, in which a woman’s commute was transformed by a sip of Diet Coke and she was shown enjoying roller skating in quiet streets.
Before this, Droga5 London made “Just because”, which was directed by Autumn de Wilde, who was also behind the camera for the 2020 film Emma.
Campaign reported in May last year that The Coca-Cola Company and WPP renewed their global marketing partnership. The news followed the soft drinks company moving its US and Canada media account to Publicis Groupe.
When WPP first won the business in 2021, it created a bespoke shop named Open X to service the account.
A version of this article was first published on Campaign UK.
