Media Fuse Dentsu Aegis’ DCCC wins Coca-Cola media account
Media Fuse Dentsu Aegis Network’s Dentsu Coca-Cola Community (DCCC), a bespoke brand of Carat has been appointed as The Coca-Cola Company’s (Coca-Cola) Media Agency. The agency will drive all media planning and buying for Coca-Cola in Nigeria.
The DCCC is a unique, integrated approach that leverages the Dentsu Aegis Network’s operating model to deliver a full spectrum of services and capabilities to Coca-Cola with efficiency.
Authoritative sources confirmed to MARKETING EDGE that Coca-Cola announced the result earlier today. DCCC was chosen as the bid winner, after a keen contest which pitched the agency against other local competitors like Algorithm Media, Brand Eye, Universal McCann and incumbent Media Perspectives.
Impeccable industry sources hinted MARKETING EDGE exclusively that the pitch call was not unconnected with the brand owners’ desire to rejuvenate the brands efforts for optimal market performance in view of current market challenges which continually require requisite attention and solutions.
The Coca-Cola team narrowed down media agency selection to the five agencies after a careful review of agency credentials. The agencies which were said to have submitted their bids offer were later invited for a formal pitch presentation.
Efforts by MARKETING EDGE to get Media Fuse Dentsu Aegis to comment on the pitch outcome proved abortive as they were not willing to confirm the development.
Until now, Media Perspectives has been handling the Coca-Cola business following the disengagement of Media Seal, (formerly Starcom Media) a former affiliate of Starcom Media Vest. The emergence of Publicis Group as an equity holder in all the Troyka agency groups led to the movement of the beverage brand to media Perspectives.
This appointment is a testament to the strong global relationship between Dentsu Aegis Network and The Coca-Cola Company in the following countries: Japan, China, Spain, Turkey, The Nordics, Ghana, Germany, Brazil and the US.
The agency has also won The Coca-Cola media account in no less than 15 Sub-saharan African markets namely: Burundi, Congo, DRC, Rwanda, Mauritius, Reunion, Madagascar, Comoros, Mayotte, Seychelles, Ivory Coast, Cameroon, Senegal, Mali and Burkina Faso with the regional hub in Kenya.
Carat Media is unarguably one of Nigeria’s leading agencies; a member of Media Fuse Dentsu Aegis Network. With a combination of pioneering research tool, cutting edge technology and global expertise, the agency has delivered disruptive media solutions to its clients.
Within just for years of its establishment, Carat Media has developed cutting edge solutions for brands, with tangible bottom-line impact. This has translated it into the top echelon of the media advertising subsector in Nigeria, in a record time. Some of its major clients include MasterCard, Guinness Nigeria, P&G, Nestle Nigeria, Philips, Kwese, Beisdor/Nivea etc.
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