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Diet Coke pan-Euro ad account up for grabs

Coca-Cola has called a review of Diet Coke’s pan-European advertising account which is estimated to be worth $62m.

According to a spokesperson for Coca-Cola the drinks brand is looking to align itself closer with the fashion industry and find a new way of working in North West Europe which includes exploring and partnering with a combination of content agencies with different areas of expertise next year.

Earlier this year M&M sat down with Coca-Cola’s senior vice-president, integrated marketing communications and capabilities, Wendy Clark who spoke about Coke’s ambitions to put content at the core of its strategy via its ‘liquid and linked’ philosophy.

Last month, Coca-Cola pledged to invest $2bn in India over the next five years, the equivalent of what it has spent there in the past 18 years, in a bid to grow its stature in fast-emerging markets.

Martina Lacey