O’Grady declined to comment on the development, but sources noted that the shift is in keeping with Coca-Cola’s decision to lead global brand management for Sprite out of Asia. O’Grady joined Coca-Cola in 2006 after four years with Saatchi & Saatchi as business director.
Separately, Coca-Cola is reviewing its media planning and buying capability in the Philippines, the company’s biggest Southeast Asian market, as part of its ongoing region-wide communications rethink.
Carat, Starcom and GroupM are believed to be pitching with the incumbent, Universal McCann.
The client would not return Media’s calls at press time.
The news comes one month after Coca-Cola handed over its Japanese media planning for Fanta and Sprite, as well as its Hong Kong planning and buying business across all local brands, to Universal McCann.
The IPG agency is — say insiders — the favourite to retain the business, given its strength in the Philippines.
Earlier last year, Coke re-appointed Initiative to handle alls brands in Thailand (Media, 17 July, 2007).
