INTERNATIONAL: BBJ secures share of Coca-Cola media task from McCann

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