New World Order for Coca-Cola

The Coca-Cola Co. is embarking on a global realignment that involves dozens of agencies and brands, and hundreds of millions in billings.

Shops that stand to lose are Bcom3’s D’arcy Masius Benton & Bowles and Leo Burnett, as well as Wieden + Kennedy, sources said. Shops that fall under the IPG and WPP banners are likely to benefit. Global spending on the brands involved is upward of $300 million.

Sources said IPG will gain the majority of the business on the loose, in part as payback for the $350 million in Pepsi business its FCB unit recently lost.