COKE'S FANTA SWITCHES FROM MCCANN TO INDEPENDENT TURKEY SHOP

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ISTANBUL -- Coca-Cola Co. Turkey has moved the local ad business for its Fanta orange-flavored carbonated drink into M.A.R.K.A., Istanbul, an independent local shop, from Pars/McCann-Erickson, Istanbul, wholly owned by McCann-Erickson Worldwide, one of the international agency networks of Interpublic Group of Cos.

Recently the Coke account in Turkey moved to McCann from Yorum Publicis, Istanbul. Coca-Cola did not return calls or faxes by press time. Executives at M.A.R.K.A. and Pars/McCann-Erickson declined to comment.

M.A.R.K.A. handled some projects Coca-Cola on an ad-hoc basis in the past. The agency is credited with two commercials, one for Coca-Cola Turkey's local Internet site (www.cocacola.com.tr) and the other for a Coke sales promotion campaign in which consumers collected bottle caps and ring pulls to purchase specially discounted mobile phones.

According to unconfirmed reports, Universal McCann, Istanbul, McCann-Erickson Worldwide's media specialist, will continue handling the media business for both Coke and Fanta.

Currently M.A.R.K.A. is believed to be in the process of shooting four new humorous commercials for Fanta, which are due to break in the beginning of the next month. -- Gurul Ogud

Copyright May 2001, Crain Communications Inc.

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