Cheil UK sheds Samsung image with new Coke brief

Unknown-11Cheil UK has taken a major step towards shedding its image as a Samsung-only agency (South Korea’s Cheil used to be the Samsung in-house agency and Samsung still owns a stake) by winning a project from Coca-Cola to develop its ‘Share A Coke’ proposition across a number of, so far unnamed, channels.

Cheil UK won the business in a competitive pitch. The project is intended to re-establish Coke as the country’s number one impulse purchase brand.

Coke GB commercial development manager Hugh Edmonson says: “The Cheil UK team really demonstrated its innate expertise in creating seamless cross platform experiences to win the work. A combination of the team’s insight into our business and shopper, aligned with an exciting and innovative creative approach was compelling. We’re looking forward to rolling out work that engages people and drives our impulse share.”

The campaign is expected to begin the first quarter of 2014.

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