Apr
22
Coca-Cola Puts Media Into Agency Review
Posted in: Uncategorized
Coca-Cola Co. has put its U.S. media-buying and -planning business into review, Ad Age has learned.
A company spokeswoman confirmed the review and said incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude later this year after formal presentations in mid-July.
Coca-Cola spent more than $406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.
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