LONDON — Coca-Cola has finalized its lineup of agencies to support its communications activity in Europe around UEFA Euro 2016, the continent's biggest soccer event.
The brand has appointed five agencies in total.
The Spanish-based Sra. Rushmore will handle content activity. Ogilvy Frankfurt has won the digital work and M&C Saatchi Sport & Entertainmnet 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 that Ogilvy Frankfurt will now 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.
A Coca-Cola spokeswoman said: "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.
"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 between June 10 and July 10.
Coca-Cola is one of the global sponsors of the tournament alongside Carlsberg, Continental, Hyundai-Kia and McDonald’s.
For the World Cup this year, Coca-Cola released "signs" by Wieden & Kennedy São Paulo, which aimed to capture the hope that soccer brings to people around the globe.
This article first appeared on campaignlive.co.uk.