Coca-Cola Shifts Its Media Account in Mexico

Annual media spending hovers around $100 million

MediaCom adds more Coke business a year after winning the company's U.K. account.

MediaCom has continued its new business streak by adding Coca-Cola's media business in Mexico, according to sources. Annual media spending is estimated at $100 million.

The shop, a unit of WPP Group's GroupM, succeeds Publicis Groupe's Starcom on the business. Starcom had handled the account for more than a decade.

Despite a new tax on beverages with a high-sugar content, Mexico remains Coca-Cola’s top consumer market based on per capita consumption and is the company’s second largest operating region in terms of sales volume.

The latest assignment comes a year after MediaCom landed Coke's media planning and buying account in the U.K., taking over from Dentsu Aegis’ Vizeum.

This month, MediaCom won $575 million in media business from Anheuser-Busch InBev that had been split between Publicis Groupe’s Starcom (research, planning) and the brewer's in-house group, Busch Media (buying).

The agency also landed $150 million in Merck consumer business, previously at Interpublic Group’s Initiative, after that company’s acquisition by Bayer Healthcare, and Procter & Gamble's digital media and buying business in Latin America and the Caribbean, with annual spending exceeding $50 million. Starcom was the incumbent on that account.

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