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Coca-Cola consolidated its Central and Southern Europe creative work at Interpublic Group’s McCann Erickson unit, after a jump-ball pitch between longtime roster shops McCann and Publicis.
McCann has already been working for Coca-Cola in some of the region’s smaller markets, but it now picks up larger ones like Italy, Greece, Hungary and Bulgaria as part of the 23-market win. The Publicis Groupe flagship has been the dominant Coca-Cola agency in Europe, while McCann has worked for the soft drink marketer in countries like Spain, Portugal and part of Germany.
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