IPG expands Coke alliance

<p>Coca-Cola has surprised the communications industry yet again by </p><p>realigning its global account with IPG agency networks McCann-Erickson </p><p>and Lowe Lintas & Partners. </p><p><BR><BR> </p><p>The move, which comes about two months after Coke appointed IPG as its </p><p>worldwide brand steward, is seen as an attempt to achieve brand </p><p>consistency and cost-efficiency. </p><p><BR><BR> </p><p>While McCann already has the account in a number of major regional </p><p>markets - Hong Kong, Korea and the Philippines - the decision means that </p><p>it will also get the prized China market, worth between USdollars 12 </p><p>million and USdollars 25 million in billings annually. Over the past 15 </p><p>months, Leo Burnett was responsible for thematic advertising in China </p><p>although D'Arcy was the AOR. </p><p><BR><BR> </p><p>Agencies that lost out in the region expressed disappointment over the </p><p>decision. They also believed that the "think local, act local" policy of </p><p>Coke CEO Doug Daft was being reversed. </p><p><BR><BR> </p><p>However, a senior McCann executive denied this because agency offices in </p><p>each market "has significant local capabilities", which would allow for </p><p>effective local execution within a global framework for the brand. </p><p><BR><BR> </p>