Coca-Cola Co. moved its $60 million German media buying business to HMS/ Carat, and General Motors Corp. picked a German agency to handle its $20 million to $30 million European account for U.S. brands such as Chevrolet and Cadillac.
Carat, Europe's largest media buying group, already handles Coca-Cola's media buying in France and is expected to target the soft-drink giant's business in other European markets as part of a drive to capture more major international advertisers.
BUEHLER WINS GM
On GM, McCann's Frankfurt office re-pitched the account but lost to Buehler, Flettner & Partner, a major victory for the local shop.
Founder and partner Fred Buehler had a long relationship with GM as McCann's creative director in Germany and associate creative director/Europe before setting up his own shop in 1992. His agency already handles collateral materials for GM.
The Buehler shop is linked to Elan, a Paris-based network of independent agencies, and will open an office at Elan in Paris to help coordinate the GM account.
The new ad campaign will run in 10 European countries.