Starcom defended the account. MediaCom will take on Coca-Cola with immediate effect.
“Vietnam is one of the key focus markets for the Coca Cola Company." according to Pham Nha Uyen, a spokesperson for Coca Cola. "In MediaCom, we have found a strong partner who understands our business and will help drive growth and create leadership for our brands.”
MediaCom was named agency of record for the company in Singapore and Malaysia in 2011. In 2012, Coca Cola picked MediaCom as its agency in Indonesia and Myanmar.
“Our relationship with Coke is very young in this region, but the more we work with Coca Cola the more we realise how fun and fabulous they are,” added Divya Guruaj, head of SEA, MediaCom.
According to Nielsen, as of the end of 2010, Coca Cola was ranked 10th in Nielsen’s top 10 brands. It was the second largest beverage brand in the country, behind Vinamilk. In October 2012, Coca Cola announced plans to invest $300 million to grow its presence in the region.
In 2012, Wunderman won the digital duties for Coca Cola in Vietnam. The company’s creative business is reportedly handled by independent agency Phibious for core brands including Coca Cola and Minute Maid Nutriboost.