Coke hands Sprite and Fanta to Ogilvy
<p>ASIA-PACIFIC: The long-running Coca-Cola account review of its
</p><p>carbonated beverages is drawing to a close in Asia-Pacific, with Ogilvy
</p><p>& Mather picking up a sizeable chunk from one of the largest business
</p><p>shifts on Madison Avenue.
</p><p><BR><BR>
</p><p>It is understood that O&M has won the Sprite, Diet Sprite and Fanta
</p><p>brands across 11 regional markets, excluding Japan. Sources say O&M will
</p><p>take over the three brands in January 2002. With monitored spend of
</p><p>about US$32 million for the year to September, the shift is
</p><p>believed to be O&M's biggest win this year.
</p><p><BR><BR>
</p><p>Although the Interpublic Group did gain most of the creative assignments
</p><p>that Coke shifted in the US last month, the realignment has, however,
</p><p>dealt a new blow to several of its McCann-Erickson agencies in Asia. Its
</p><p>Hong Kong agency, which only picked up the carbonated business last
</p><p>year, will now be left with the Coca-Cola and Schweppes brands, the
</p><p>latter being largely inactive.
</p><p><BR><BR>
</p><p>Another agency affected by the shift is Leo Burnett, which handles
</p><p>Sprite in India, Taiwan, Thailand and China, as well as projects for
</p><p>Fanta in China.
</p><p><BR><BR>
</p><p>However, IPG's other agency, FCB, has been more fortunate. The agency
</p><p>was awarded Coke's Powerade, Hi-C and Minute Maid after Pepsico fired it
</p><p>because its parent company is the brand steward for Coke's flagship
</p><p>brand.
</p><p><BR><BR>
</p><p>Despite the realignment, sources believe Coke's "think local, act local"
</p><p>strategy will provide agencies which lost out with an opportunity to
</p><p>appeal the decision. A Burnett spokesperson said: "All local brand
</p><p>assignments remain at the discretion of Coke's local marketing managers,
</p><p>and Burnett retains an extensive relationship with Coke in the region,
</p><p>with local assignments in six markets."
</p><p><BR><BR>
</p><p>A Coca-Cola spokesman declined comment, saying only that the realignment
</p><p>for Asia-Pacific was still being worked out and details would be
</p><p>finalised by mid-November.
</p><p><BR><BR>
</p>
by
|
11/09/2001
ASIA-PACIFIC: The long-running Coca-Cola account review of its
carbonated beverages is drawing to a close in Asia-Pacific, with Ogilvy
& Mather picking up a sizeable chunk from one of the largest business
shifts on Madison Avenue.
It is understood that O&M has won the Sprite, Diet Sprite and Fanta
brands across 11 regional markets, excluding Japan. Sources say O&M will
take over the three brands in January 2002. With monitored spend of
about US$32 million for the year to September, the shift is
believed to be O&M's biggest win this year.
Although the Interpublic Group did gain most of the creative assignments
that Coke shifted in the US last month, the realignment has, however,
dealt a new blow to several of its McCann-Erickson agencies in Asia. Its
Hong Kong agency, which only picked up the carbonated business last
year, will now be left with the Coca-Cola and Schweppes brands, the
latter being largely inactive.
Another agency affected by the shift is Leo Burnett, which handles
Sprite in India, Taiwan, Thailand and China, as well as projects for
Fanta in China.
However, IPG's other agency, FCB, has been more fortunate. The agency
was awarded Coke's Powerade, Hi-C and Minute Maid after Pepsico fired it
because its parent company is the brand steward for Coke's flagship
brand.
Despite the realignment, sources believe Coke's "think local, act local"
strategy will provide agencies which lost out with an opportunity to
appeal the decision. A Burnett spokesperson said: "All local brand
assignments remain at the discretion of Coke's local marketing managers,
and Burnett retains an extensive relationship with Coke in the region,
with local assignments in six markets."
A Coca-Cola spokesman declined comment, saying only that the realignment
for Asia-Pacific was still being worked out and details would be
finalised by mid-November.
