The IPG agency won the business ahead of contenders Publicis Groupe's Starcom, WPP's MediaCom and Aegis Media's Vizeum, which was a late inclusion to the pitch list (Media, 15 June). The review was called in May with a view to improving the soft drink giant’s media performance in Thailand, a rare market where Coca-Cola trails rival Pepsi.
The assignment includes Fanta, Sprite, Schweppes, Minute Maid, Coke Zero, Coke Light as well as Coke classic. Steve Blakeman, Initiative's Asia-Pacific channel strategy director, commented: "The win is a positive affirmation from a progressive and forward-thinking client that the new Initiative positioning and structure can yield real results."
He added: "I believe we delivered a genuine insight into Coke's target audience, we provided a crystal clear communication strategy and we constructed an engaging and innovative channel plan to support that strategy.”
The win is more good news for Initiative, which strengthened its hold on Johnson & Johnson’s Asia-Pacific business following the results of the US$3 billion global media review announced last week.
