Soft drink giant The Coca-Cola Co is looking at consolidating its media planning and buying into one agency, an account estimated to be worth US$300m.
“We’re looking to one firm to handle the media planning and (buying) for the entire portfolio of beverages — soft drinks, juices,” said Coca-Cola spokesman Mark Martin.
Currently the media planning and buying for Coca-Cola is been handled by Starcom MediaVest and Universal McCann.
These two groups have already been invited to make presentations for the campaign in October, along with MindShare and Carat.
A decision on the account is expected in late October.
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