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. The new Coca-Cola global holiday spot, which broke late last month, was created by McCann’s Spanish agency.
Coca-Cola created its Central and Southern Europe (CSE) business unit earlier this year. In a statement, the company said the consolidation enables it to localize international campaigns “faster, more effectively and more efficiently.” Those adaptations include TV work, outdoor, radio and print.
Publicis will remain on the CSE roster in a production capacity.