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>