Diet Coke has selected Ogilvy, part of WPP’s Open X network, as its creative partner for the UK and EMEA markets following a competitive pitch process.
According to reports, the agency has been tasked with developing campaigns that strongly emphasize social media and influencer-led storytelling to engage modern audiences.
The review process saw participation from agencies including Mother and Uncommon Creative Studio, along with other undisclosed contenders.
James Murphy, Chief Executive of Ogilvy UK and founder of New Commercial Arts, said: “We’re delighted to be working with Diet Coke – an iconic brand with a distinctive voice and place in culture – and excited to help shape its next chapter.”
Diet Coke has previously collaborated with Spring Studios, which produced a 2024 campaign featuring Jamie Dornan.
Earlier campaigns include “Love what you love” by Anomaly in 2022, portraying a commuter’s day transformed by the brand, and “Just because” by Droga5 London, directed by Autumn de Wilde, who also directed the 2020 film Emma.
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