Coca-Cola has confirmed which agency will manage its multi-million dollar media account. Starcom MediaVest Group will be solely responsible for the account, worth almost US$350m. The group had previously shared the work with Publicis Groupe and Interpublic Group’s Universal McCann, the latter company having handled domestic buying duties for Coke for over 20 years.
Following a review of its media account in September, Coke hopes to consolidate media buying and planning for the whole of its beverage portfolio. The company told Reuters that Starcom MediaVest will handle integrated communication planning, media execution, strategic analysis and tracking for all of its drinks brands.
