Coke Joins the Long List of Media Searches
The media account frenzy continues as Coca-Cola bubbled up with a review of its U.S. media business. Spending on the account grew 27 percent last year to more than $400 million and is expected to rise again this year. So, to say that interest in this account is high would be a gross understatement.
To play, however, you have to be a Coke roster shop. As such, Starcom is defending against media shops that handle Coke business in other parts of the world, namely UM, MediaCom and Carat. A decision is expected in July.
Interpublic Group CEO Michael Roth acknowledged the flurry of media opportunities today during a conference call with industry analysts.
“A lot of these pitches are focused on efficiencies,” said Roth, who in particular cited the searches for Coke, Unilever and L’Oréal. “These are global clients that not necessarily are unhappy with the services that they’re getting, but they want to make sure they’re optimizing the use of their media dollars in an efficient way and are moving the needle.
“And we’re responsive,” he added. “We have a good track record in those [types of] pitches, and we expect to see that continue.”
Oh, and among creative searches, Hershey settled up today, adding Anomaly, Argonaut and Barkley to its roster, alongside incumbents Arnold and Havas Worldwide.
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