Bates Australia wins Coca-Cola business

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SYDNEY -- Coca-Cola South Pacific has given George Patterson Bates, Sydney, a brief to develop a direct marketing loyalty program for Diet Coke, worth about $3m. Patts is Australia's largest agency but this is their first project for Coke.

Patts' managing director Ian Elliot says he's "thrilled": "Every agency lives in hope of winning something from Coca- Cola. If they like what we do and choose to [give us] something else, that will be terrific."

Elliot said Patts' expertise in direct marketing was, he believed, what instigated the Diet Coke assignment. The agency has a staff of 60 working in direct marketing across Sydney and Melbourne and has high profile clients such as Optus Communications, the National Australia Bank and AAMI Insurance.

Coca-Cola spokesman Geoff Walsh says: "We've put out a single brief for a single project but it is by no means assigned at this stage." It is understood no other agency has been briefed.

Coke's roster in Australia includes Ammirati Puris Lintas, McCann-Erickson, The Campaign Palace and Euro RSCG.

Copyright October 1997, Crain Communications Inc.

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