| "As part of the recent integration of all our
businesses, we will be looking at one firm to do communications planning,
media execution and strategic analysis and media tracking for the
entire beverage portfolio in the USA - soft drinks, juices,"
Coca-Cola spokesperson Mark Martin was quoted as saying.
Currently, media planning and buying accounts for Atlanta-based
Coca-Cola have been divided between Publicis Groupe's Starcom MediaVest
and Interpublic Group of Co's Universal McCann. Starcom MediaVest
Group's Starcom, Chicago, handles planning for Minute Maid Juices,
while sibling MediaVest, New York, handles all other brand planning.
Universal McCann handles buying for all the brands.
Martin said the two new players that have been invited to make
presentations for the campaign in October are WPP Group's MindShare
and Aegis Group's Carat along with the existing ones.
One hopes that Interpublic Group of Cos' Universal McCann and Publicis
Groupe's Starcom MediaVest Group, both New York, will be able to
defend their respective buying and planning accounts.
Also, from India's point of view, there will be major complications
if MindShare US bags the account and there is a re-alignment in
India - because WPP Media in India handles Coca-Cola's ace rival
Pepsi account.
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