Food & Beverage

The world’s best-known brand got restless again and shifted nearly $500 million in business. Roster shop Wieden + Kennedy was the big winner, landing both U.S. duties and a global task on the flagship brand, amid sales declines and after the arrival of new global marketing head Mary Minnick, who shifted from president/COO of Coke Asia. “The brand has huge power. Mary’s a very talented marketer. She clearly had her own ideas about what marketing should look and feel like. That’s what this is about,” said John Sicher, editor and publisher of Beverage Digest. “Coke clearly needed a fresh approach to its advertising.” Beverage Digest estimated that Classic’s U.S. sales fell 5 percent through the first nine months of the year. Crispin Porter + Bogusky also benefitted from Coke’s wanderlust, winning the launch of Coke Zero and becoming Sprite’s third agency in four years, replacing Ogilvy & Mather. Berlin Cameron United was the big loser: its loss of U.S. Classic duties forced the shop to lay off 40, or about 40 percent of its staff. In the fall, food giants got busy on the media front. Kellogg began a review of its $500 million U.S. media buying account, and Danone reviewed $500 million in global media business on a market-by-market basis. Both contests continue.