Wunderman nets Coke loyalty task

Wunderman has been appointed to handle a new digital customer loyalty brief for Coca-Cola after beating off competition from Havas EHS, TMW and loyalty specialist Aimia.
The agency will work across countries including the UK, Ireland, Denmark, the Netherlands, Sweden, Finland, Norway, Belgium, France and Luxembourg and it is thought will be tasked with overhauling Coca-Cola’s loyalty scheme, Coke Zone, which is being redeveloped.
A Coca-Cola spokeswoman said: “We can confirm we have appointed Wunderman to manage our CRM programme across North-West Europe and the Nordics.”
According to vice-president of global connections Ivan Pollard, Coke Zone will still provide experiences, events and promotions, built around the Coke Studio and its social engagement platform.
However, members are no longer able to collect points from Coke, Diet Coke and Coke Zero packs to later redeem for rewards and prize draws. This closed in October.
This move forms part of Coca-Cola’s overall data strategy which will see it work towards having unified customer profiles across all its brands.
The Coke win is the second major gain for the WPP-owned agency in as many months; in October it picked up the consolidated global CRM account for Shell, previously handled by DunnHumby. Shell is understood to spend more than £30m a year on CRM and previously used a number of agencies across different markets.