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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.
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