Coca-Cola has chosen MediaCom to handle the company’s media account in Mexico, sources told Adweek. MediaCom succeeds Publicis Groupe’s Starcom, who have handled the account for over a decade.
Mexico remains Coca-Cola’s largest market per capita, despite a recent tax on high-sugar beverages that led the company to introduce a mid-calorie cola. Annual media spending was estimated at around 100 million dollars. The assignment comes a year after Coca-Cola awarded MediaCom media planning and buying account in the U.K. It also follows MediaCom’s recent win on the 575 million dollar Anheuser-Busch InBev media planning and buying account.