Coke appoints Imperfect Circle as new lead Integrated Brand Experience partner for Sprite

The Coca-Cola Company (TCCC) has today announced it has selected Imperfect Circle, the tech-savvy new creative start-up founded only 6 months ago by former Marcel Sydney founder/creative chairman David Nobay, and Emma Daines, founder/owner of Fin Design & Effects.

Imperfect Circle already has offices in Sydney and Shanghai, but this latest win will accelerate its plans for a Singapore presence, too.

As Pratik Thakar, integrated marketing communication director of The Coca-Cola Company South East Asia explains, his team’s decision to entrust the brand to a young creative company is in line with TCCC’s Integrated Brand Experience (IBX) expectations for the Sprite brand: “From a commercial perspective, Sprite is already one of TCCC’s most successful brands in this region. Now, we intend to capitalize on its organic growth across ASEAN with purposeful creativity that matches Sprite’s own, bold ambitions. We see Imperfect Circle as a key partner in that creative journey.”

Says Jeremy de Villiers, newly appointed partner/COO at Imperfect Circle and former regional operations director for VMLY&R: “As exciting as emerging technology is to a brand like Sprite, ultimately, the most fundamental ingredient for innovation is mutual trust and a shared sense of success with our client partners. For a global company as respected as TCCC to invite a young company like ours into their ASEAN family is a huge boost to our team and a trust we passionately intend to repay.”