The Brief from Sydney Has Arrived

Publicis Mojo, with offices in Sydney, Melbourne and Brisbane plucked a cherry assignment from Coca-Cola.
According to Ad Age, the shop prevailed in an internal Publicis review to land global duties on Diet Coke.

The global strategy will be implemented by local agencies already handling Diet Coke, known in some countries as Coke Light, either in the original format or adapted for the local market. In a handful of cases, such as France, that means other offices in the Publicis Worldwide network will handle, but in the U.S., an independent, Wieden & Kennedy, works on the brand’s creative.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.