COKE'S CHINA MEDIA REVIEW NARROWS TO STARCOM, CARAT
Incumbent on $30 Million Account Is Zenith Optimedia
COKE DELAYS DECISION ON $350 MILLION MEDIA REVIEW
Four Finalists to Come Back With Additional Information
COKE HEARS PRESENTATIONS FOR U.S. MEDIA ACCOUNT
Incumbents Universal McCann, Starcom MediaVest to Go First
COKE TO HEAR PITCHES FOR MEDIA IN CHINA
Four Agencies Vie for $30 Million Account
COKE OPENS $301 MILLION MEDIA REVIEW
Incumbents Universal McCann, Starcom MediaVest to Defend
The agency unseated Interpublic Group of Cos.' Universal McCann to win one of the most highly prized and hotly contested pieces of business around.
Starcom MediaVest will handle all media planning and buying within the U.S. for all the beverage giant's brands: Coke, Diet Coke, Vanilla Coke and Cherry Coke; Sprite; sports drink Powerade; Dasani water; Fanta; Nestea brands and Minute Maid juices.
In a statement, David Raines, vice president of integrated communications at Coca-Cola who conducted the review, said, "The consolidation of our media planning and buying responsibilities is designed to allow us to respond quickly to innovative ideas and opportunities, while enhancing efficiencies and accountability."
Starcom MediaVest Group's Starcom, Chicago, had handled planning for Minute Maid juices, while sibling MediaVest, New York, handled all other brand planning. Universal McCann did buying for all the brands.
Two other contenders also took part in the pitch, Aegis Group's Carat and WPP Group's MindShare.
Coca-Cola said in September it wanted to name a single firm to handle planning, media execution, strategic analysis and media tracking for the entire beverage portfolio, and cited the company's January merger of its three North American divisions as the catalyst for the review.