Following a global review, Coca-Cola Co. has awarded lead interactive agency duties to AKQA (which landed creative duties in June for the Coke Zero launch), reports AdAge. The agency will lead Coke's global and local interactive agency roster "in developing long-term creative and technical efficiencies throughout our system," according to Coke, and help "coordinate different projects on both a global and a local scale." Among those thought to have bid for the reported $6 million assignment include Avenue A/Razorfish, Digitas's Modem Media, IMC2, OgilvyOne and R/GA.

AKQA's other high-profile clients include Microsoft's Xbox; it designed the interactive guide for Xbox and is launching websites for all Xbox-branded games, reports AdWeek. Earlier this month, it launched a site and viral campaign for "Perfect Dark Zero," a game for Xbox to be released next month.

To appeal to the youth market, Coke has been pursuing strategies in sports, music, videogames, mobile marketing, search and integrated content, and it has launched the ICoke.com, MyCoke.com and Fridge.com corporate sites.