Coke Agencies Learn Their Fate

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After months of negotiations and weeks of uncertainty among its ad agencies, Coca-Cola has finally revealed its new global agency roster, naming IPG and WPP “worldwide partners.”

The long-awaited brand realignment involves 24 brands, 12 agencies and the reallocation of nearly $800 million in worldwide billings.

IPG, as expected, emerged as the big winner. Among its most notable gains: the consolidated Coke Classic business around the world at McCann-Erickson (a gain of some $150 million in billings); the return of Diet Coke to Lowe Lintas & Partners; and the addition of the Coke/Nestle alliance known as Beverage Partners Worldwide (composed of two assignments worth about $150 million).



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