IPG'S MCCANN LOSES FRENCH COKE AD WORK TO HAVAS SHOP

$37 Million Coke Classic Account Goes to BETC Euro RSCG

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NEW YORK (AdAge.com) -- Coca-Cola Co. is moving its $37 million Coke Classic advertising account in France from
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Interpublic Group of Cos.' McCann-Erickson Worldwide, Paris, to Havas' BETC Euro RSCG, Paris.

McCann has been steadily losing Coke Classic assignments around the world -- in the U.S. the brand moved to WPP Group's Berlin Cameron/Red Cell -- but this is the first time Euro RSCG Worldwide has picked up a Coke Classic assignment. Euro RSCG's only relationship with Coke has been a few small marketing-services accounts in Europe and Asia.

New work
BETC Euro RSCG's first Coke work breaks Sept. 20 with the spot "Dancing Boy." To show the stimulating effect of Coke, a young man swigs the drink then starts dancing in a strange but spontaneous fashion that unleashes a fantasy world where his dreams come true.

In France, McCann keeps the Vanilla Coke business. Diet Coke, called Coke Light in non-English speaking countries, and Coke with Lemon are handled by Publicis Groupe's Publicis Conseil.

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