McCann pulls back Diet Coke from APL Sydney

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SYDNEY -- Coca-Cola South Pacific has moved its $6 million Diet Coke creative account back to McCann-Erickson, Sydney after a six-year sojourn with Ammirati Puris Lintas, Sydney. Only seven months ago, Coke management praised APL for building the brand's fortunes following a $15 million surge in sales through its "Do what you want" campaign.

McCann's appointment came after a low-key round of discussions between CCSP and a handful of local agencies, with the company saying McCann "had the best mix of skills to meet the needs of Diet Coke".

In July, Coca-Cola consolidated its $25 million media planning and buying business with McCann here, which included the return of its Fanta, Lift, Sprite and Diet Coke brands. McCann also won back the creative account for Fanta, which it had lost to The Campaign Palace Melbourne a year earlier. But in a change of pace and marketing strategy for Coca- Cola South Pacific, the company in October appointed George Patterson Bates Sydney to a direct marketing project, which it is still keeping under wraps.

Copyright December 1997, Crain Communications Inc.

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