Coke's decision to seek a new agency for its Diet Coke account in North-West Europe is sure to spark a rush. Coca-Cola is seeking new agency relationships "to help push the brand's collaboration with the fashion world," says AdAge.
The decision is a blow for Mother London, which became Diet Coke's lead agency for the region three years ago. The agency created the "Love it Light" campaign, connecting with women through their love of fashion.
This year Diet Coke got together with Chanel designer Karl Lagerfeld, who created distinctive bottles for the brand.
In a statement Coca-Cola said, "After a number of years of successful partnership on Diet Coke, we have decided not to renew our relationship with Mother.
"We are looking for a new way of working on the brand in North- West Europe as we take its collaboration with fashion to the next stage. We are therefore exploring partnering with a combination of content agencies with different expertise for 2013 and beyond.
"Mother remains a valued partner of The Coca-Cola Company and continues to work on our global and U.K. Olympic campaigns."
Coca-Cola and Mother will create more than 120 pieces of content to promote its sponsorship of the London 2012 Olympics. There were just three TV ads and six outdoor ads for the 2008 Beijing Olympics.
The area designated by Coke as North West Europe covers the U.K., Ireland, France, Belgium, Holland and the Nordic countries.