Coca-Cola Middle East has assigned creative agency Cheil MENA to handle its digital creative strategy and planning for Coke Studio.
Coke Studio is a music television series that brings together established Arab and international artists to collaborate and record an original song by meshing unique genres of music in the Middle East and North Africa.
The account will require Cheil MENA to develop digital assets that would support the increase of online engagement and conversations about Coke Studio amongst the target audience, and to give Coke Studio a life beyond the TV air dates. As part of the win, Cheil MENA is now on Coca-Cola’s approved roster of agencies.
Speaking about the win, Wael Abdulhadi, regional head of digital at Cheil MENA, said in a statement: “This win has been the culmination of the work our digital and planning team has been conducting for other clients such as du, the Emirates Competitiveness Council and The Department of Economic Development (The Fund). As recognized by Coca-Cola, our team of digital natives is a mix of strategists, digitally-focused creatives and social media advocates.”
Tolga Cebe, head of marketing at Coca-Cola Middle East, added: “Following an evaluation of leading digital agencies in the region and their ability to provide integrated digital planning, Coke Studio found synergy with Cheil. The appointment responds not to a gap in the performance of our current partners, but to our desire to continuously re-evaluate the fit between our needs and the marketplace capabilities given the rapid changes in both the consumer landscape and our business.”