Magazine article Marketing

Coke to Shake Up [Pound]40m UK Account

Magazine article Marketing

Coke to Shake Up [Pound]40m UK Account

Article excerpt

Coca-Cola GB is planning to shake up its [pound]40m UK ad agency arrangements as part of a drive for more localised marketing.

The review is separate from a European pitch called earlier this year, which is now thought to have been put on hold.

An agency source said that everything from creative to PR is being placed under the scrutiny of Tom Long, president of Coca-Cola GB and Ireland, and marketing director Charlotte Oades, who joined in July.

Coca-Cola employs seven creative agencies in the UK. Publicis holds the lion's share of the UK business with its work for Coke ([pound]26m). Of the other carbonated brands, Wieden & Kennedy has Diet Coke ([pound]7m), Mother has Lilt ([pound]1.5m),Leagas Delaney has Fanta ([pound]4.5m) and Lowe Lintas has Sprite ([pound]3m).Leo Burnett handles Five Alive, while Soul handles Coke Auction.

Soul recently created a UK-only campaign for Coke Auction, the web site that invites consumers to bid for goods with credits accumulated from Coke ring-pulls. …

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