BBJ has grabbed the strategic planning and non-TV buying business
for Coca-Cola in the UK, leaving Universal McCann with the pounds 25
million (about USdollars 35 million) TV buying account.
Elsewhere in Coca-Cola Great Britain's sweeping review of its
advertising arrangements, Wieden & Kennedy has retained the pounds 7
million Diet Coke business after a pitch.
Decisions remain to be made on a number of other Coca-Cola brands in the
UK, as marketing directors move to implement a "think local, act local"
strategy.
BBJ and Universal pitched against Starcom Motive for Coca-Cola's pounds
32 million UK media business.
The decision to split the account echoes Coca-Cola's US arrangements,
where strategic planning is handled by Leo Burnett and buying by
Universal.
The non-TV buying business won by BBJ accounts for pounds 7 million of
Coca-Cola's total UK spend.
However, there are indications that this share might increase as
Coca-Cola shifts towards a more diverse advertising strategy.
Ms Trista Grant, the BBJ managing director, said: "It's a challenging
assignment delivering integrated communications strategies for some of
the most dynamic brands in the world.
"We're excited to have the opportunity to work with such a world-class
marketing company."
Ms Grant spent 12 years working on the Coca-Cola account for Universal
in the UK, as well as another two-year stint running the account in
Australia.
Her long history with the company was said to have placed BBJ in a
strong position to poach the high-profile UK business.
BBJ's sister agencies, Carat Insight and Carat Interactive, will handle
media research and the new media elements of the business.
Ms Charlotte Oades, the Coca-Cola GB marketing director, said: "Given
the dramatic expansion of our media mix and the new technologies we are
exploring, this configuration will serve our needs best."
