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Coke sends $350 mil in media planning to DMB&B

Published on .

Coca-Cola Co. named D'Arcy Masius Benton & Bowles, New York, to handle all of its U.S. media planning, previously split among the agencies handling the marketer's creative. Total U.S. budget is about $350 million; DMB&B will get a fee. The agency edged out finalist Leo Burnett USA, Chicago. Despite speculation to the contrary, Coke insists the account is for media planning only and won't lead to changes in its national media buying, handled by McCann-Erickson Worldwide, New York.

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