Brenda Lee, a Coca-Cola spokeswoman in Shanghai, said the review will include "integrated communication planning, media execution, and strategic analysis [and] media tracking capability for the company's entire portfolio of beverages within China."
The review, taking place in Shanghai
Coca-Cola's creative business, split in China between Interpublic's McCann-Erickson Worldwide for Coke Classic and WPP Group's Ogilvy & Mather Worldwide for Sprite and Fanta, is not being reviewed. But the marketer has shifted creative duties for Coke Classic in the U.S., U.K. and France from McCann to other agencies.
Coke Classic in Australia
In a separate pitch, Coke consolidated the Coke Classic creative business in Australia, New Zealand and the Philippines with WPP Group's Singleton Ogilvy & Mather, Sydney, already the incumbent in Australia. The agency pitched against Interpublic's McCann-Erickson, Sydney, and Brown Melhuish Fishlock, an independent agency in Sydney that has handled projects for Coke in the past.
In the U.S., Coke has put its entire $301 million media account in review. Universal McCann and Starcom MediaVest Group, both New York, are defending their respective buying and planning accounts against WPP Group's MindShare and Aegis Group's Carat, also New York.