COKE OPENS $301 MILLION MEDIA REVIEW

Incumbents Universal McCann, Starcom MediaVest to Defend

By Published on .

CHICAGO (AdAge.com) -- Coca-Cola Co. today said it has put its domestic $301 million media planning and buying business into review.

Interpublic Group of Cos.' Universal McCann

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and Publicis Groupe's Starcom MediaVest Group, both New York, will defend their respective buying and planning accounts against WPP Group's MindShare and Aegis Group's Carat, both New York, a spokesman for the Atlanta-based marketer said.

Recent integration
"As part of our recent integration of all our businesses, we will be looking to one firm to integrate these functions to do communications planning, media execution and strategic analysis and media tracking for the entire beverage portfolio in the USA," the spokesman said. He added the company hopes to have the entire process finished by the end of October.

Starcom MediaVest Group's Starcom, Chicago, handles planning for Minute Maid juices, while sibling MediaVest, New York, handles all other brand planning. Universal McCann handles buying for all the brands.

David Raines, vice president of integrated communications at Coca-Cola, is running the review.

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