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Coca-Cola appoints OgilvyOne for digital marketing push in the Philippines

Coca-Cola ad Share-a-CokeCoca-Cola has appointed OgilvyOne to handle its digital marketing in the Philippines, Mumbrella can reveal.

Ogilvy takes on the account from MRM, the digital arm of McCann, which has held the business for many years in the archipelago.

The client told Mumbrella in a statement: “Coca-Cola Philippines has selected Ogilvy One to handle the digital requirements for our business locally.”

“This new assignment is not in response to the gap in the performance of our former partners, but to our need to continuously re-evaluate the fit between our needs and the marketplace capabilities given the rapid changes in both the consumer landscape and our business,” the company stated.

Starcom, which handled the offline media planning and buying for Coke in the Philippines, has been awarded the paid digital media business, and retains the media full service account.

The appointment comes two months after Coca-Cola launched a local version of ‘Share-a-Coke’, a global initiative with a strong digital element that started in Australia two years ago. It was the brainchild of Ogilvy.

The Philippines is one of the soft drinks brand’s most important strategic markets in Asia.

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