WPP takes lead on new Coke effort

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Berlin,O&M working on Classic

WPP GRoup agencies are taking a greater role than expected in CocaCola Co.'s massive Coca-Cola Classic 2003 campaign.

Berlin Cameron/Red Cell, New York, initially tapped to contribute ideas on the flagship, appears to be producing the brand's upcoming "Real" push, while sibling Ogilvy & Mather, New York, will handle "brand integration," described as iconography, graphics and design, for the effort.

Production companies vying to create the TV spots are submitting bids to Berlin Cameron rather than Coke Classic agency Interpublic Group of Cos.' McCann-Erickson Worldwide, New York, according to an industry executive, suggesting that the WPP shop is taking the lead role. Berlin Cameron is also said to have conceived all of the approved spots.

The integrated campaign will feature average Joes, actors and possibly celebrities. The effort will kick off with four...