FOUR AGENCIES COMPETE FOR COKE'S POWERADE ACCOUNT

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(April 16, 2001) -- Coca-Cola Co. is putting its PowerAde sports-beverage account into review, executives familiar with the decision said.

Interpublic Group of Cos.' McCann-Erickson Worldwide, New York, is defending the business, while independent shops Wieden & Kennedy, Portland, Ore., and Berlin Cameron & Partners and Cliff Freeman & Partners, both New York, are vying for the brand. Executives from Coca-Cola and McCann could not be reached for comment by press time.

In December, Coca-Cola aligned global advertising duties for its Coca-Cola brand with Interpublic, including McCann. Cliff Freeman has worked on the Coca-Cola brand and is agency of record for Coca-Cola's Fanta. Berlin Cameron handles Coca-Cola's Coke Light (Latin America), Mello Yello, Nestea Cool and Dasani water lines. Wieden has Coca-Cola's Diet Coke business. According to Taylor Nelson Sofres' CMR, the marketer spent $32 million in measured media to support the PowerAde brand in 2000. PowerAde competes against category leader Quaker Oats Co.'s Gatorade, which PepsiCo is buying.

Copyright April 2001, Crain Communications Inc.

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