Zulu Alpha Kilo resigns Coke

The agency has given up the assignment after four years of working together, according to industry sources.
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A nearly four-year partnership between Coca-Cola and agency Zulu Alpha Kilo has ended.

Sources with knowledge of the situation say Zulu has resigned the business. Coca-Cola informed its agency partners of the decision last week.

Zulu Alpha Kilo president Mike Sutton referred questions to Coca-Cola, while the brand declined to comment.

“We don’t publicly comment on any of our supplier relationships, so I don’t have any extra details I can share with you,” said Shannon Denny, Coca-Cola’s director of brand communications.

Coca-Cola selected Zulu in October 2010 to handle creative duties in English-speaking Canada, and the agency has worked on some memorable campaigns, including “Arctic Home” and “Moment Zero,” with Zulu picking up a bronze PROMO! award last Thursday for the latter.

Coca-Cola works with several other agencies in Canada, including Publicis for Quebec creative, Gravity, Perennial, Mosaic, MacLaren Momentum, The Hive, Trojan One, UM for media and Environics for PR. Globally, its agencies include top shops like Wieden+Kennedy, CP+B and Mother.

In 2009, Coca-Cola introduced a “value-based” compensation model for its agencies that offers only recouped costs to shops when work doesn’t perform, but substantial increases when it hits top targets. The brand was named the creative marketer of the year at the 2013 Cannes Lions International Festival of Creativity.

Zulu Alpha Kilo’s other clients include Audi Canada, Bell Canada and Corona.