This is the first time CCGB has appointed an agency to specifically look at in-store strategy. The brief will run across all CCGB brands, including Diet Coke and Coke Zero, with Saatchi X working alongside other CCGB roster agencies such as Mother.
The agency will initially devise an in-store strategy around this year's Beijing Olympics, but will also handle campaign work outside of stores.
The appointment follows Coca-Cola's decision to redesign the packaging for its Diet Coke, Coke Zero and Coca-Cola brands. The new packaging, which rolls out in March, features a simplified design.
The win comes as Saatchi X managing director Simon Hathaway is promoted to the position of chief executive regional at the agency.
The move is expected to lead to Saatchi X becoming more independent from its parent company. This is in contrast to the strategy of agencies such as Leo Burnett and Arc, which are looking to integrate above- and below-the-line skills.
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