Cliff Freeman Breaks With Coke

NEW YORK–Cliff Freeman and Partners has severed its relationship with the Coca-Cola Company. The New York agency had handled the $5 million KMX energy drink in the U.S. and has handled Fanta overseas since 1996. Billings on that account are estimated at $15 million.

Sources said that in a letter to Coke dated Aug. 29, the agency resigned the two accounts. Coke representatives could not immediately be reached for comment.

An executive at Cliff Freeman said the agency resigned the business because of Coke’s shift in its approach to global marketing and “its focus on larger networked agencies like IPG. The agency felt it should be playing a larger role in the category due to its successes and experience in that category.”

Cliff Freeman has in the past, produced campaigns for Coke Classic and Cherry Coke, and it was one of four agencies that competed in July for Coke’s estimated $60 million Powerade account. Powerade, which had been handled by Interpublic Group’s McCann-Erickson, went to Wieden + Kennedy in Portland, Ore.