Coke Launches $380 Mil. U.S. Media Review

LOS ANGELES Coca-Cola has launched a review to consolidate U.S. media duties for all of its brands at one agency, the company confirmed.

Interpublic Group’s Universal McCann, the buying incumbent, has been invited to participate, as has Publicis Groupe’s Starcom, which handles planning for Minute Maid, and its sibling MediaVest, which handles planning for all other Coke brands.

Non-roster media shops Carat, a unit of Aegis Group, and Mindshare, a WPP Group holding, were also invited into the review, said Coke representative Mart Martin.

Credentials meetings have not yet begun, but Martin said the process is expected to be complete by the end of October, at which time an agency selection will be made.

The consolidation is intended “to integrate all the media activities but also strings together the accountability and strategies for delivering results,” Martin said, declining further comment.

Coke spent about $380 million on U.S. advertising last year on brands such as Coke Classic, Diet Coke, Sprite, Minute Maid and Dasani, among others, according to Nielsen Monitor-Plus.

David Raines, Coke vice president of integrated communications, is running the review.

This story updates an item posted earlier today.