Coca-Cola picks M&C Saatchi Sport and Entertainment for Euro 2016 PR

The brand has appointed five agencies in total.

A Coca-Cola ad for the 2014 World Cup in Brazil
A Coca-Cola ad for the 2014 World Cup in Brazil

Coca-Cola has finalized its lineup of agencies to support its communications activity in Europe for the UEFA Euro 2016 football tournament.

The brand has appointed five agencies.

Spain-based SRA Rushmore will handle content activity. Ogilvy Frankfurt has won the digital work, and M&C Saatchi Sport & Entertainment has been appointed to run the PR.

WPP’s Possible was originally expected to pick up the digital activity, but a last-minute change at Coca-Cola means Ogilvy Frankfurt will look after that work.

MediaCom, which has an existing relationship with Coca-Cola, will do the connections planning, and Geometry Global will handle the shopper marketing.

"Following a competitive pitch process, we can confirm that we have appointed five agencies to work with us to deliver the European framework for our Euro 2016 marketing campaign across Europe," a Coca-Cola spokeswoman said. "These appointments do not impact existing agency relationships held in each country as each market continues to have responsibility for local media plans and work with agencies at a local level to deliver this…We look forward to working with them on what promises to be an exciting campaign."

Euro 2016 will take place in France from June 10 to July 10, 2016.

Coca-Cola is one of the global sponsors of the tournament, along with Carlsberg, Continental, Hyundai-Kia, and McDonald’s.

For this year’s World Cup, Coca-Cola released "signs" by Wieden & Kennedy São Paulo, which aimed to capture the hope that soccer brings to people around the globe.

This story originally appeared on the website of Campaign.

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