OGILVY SECURES GLOBAL FUZE TEA CREATIVE AS WPP AUSTRALIA TAKES LOCAL LEAD  

Coca-Cola has awarded the global creative account for Fuze Tea to Ogilvy Paris, supported by its Turkey and Spain offices, with WPP Australia handling local work. The incumbent, McCann, exits after a two-year run. The decision follows a two-agency pitch, as Coca-Cola reports modest profit and revenue growth.  

Coca-Cola has appointed Ogilvy Paris to lead the global creative account for its Fuze Tea brand, with additional support from the agency’s Turkey and Spain offices. In Australia, WPP will take charge of the local creative mandate, marking a significant shift in the brand’s communications strategy.  

The incumbent, McCann, had worked with Fuze Tea since 2022. The latest appointment follows a competitive pitch involving only Ogilvy and McCann, underscoring Coca-Cola’s confidence in Ogilvy’s global network and creative approach.  

Fuze Tea was officially launched in Australia in 2016, and the brand has since sought to strengthen its presence in the ready-to-drink tea category. While Coca-Cola did not disclose Fuze Tea’s net profit, the company reported overall net profit growth of 2% to $47.9 billion for the full year. Organic revenues rose 5%, driven by a 4% increase in price/mix and a 1% rise in concentrate sales.