After announcing the $400m account was up for review in April this year, Coca-Cola has selected UM as its lead agency for the U.S. The move will see Coca-Cola change its media strategy, adopting a "hybrid approach", which will see some strategy assignments given to other shops. In addition to Coca-Cola, PepsiCo and Dr Pepper Snapple Group have also been approached by the university about working with them on marketing initiatives. SMG's MediaVest and MediaCom will continue to be responsible for Coke's media business outside the US.
After announcing the $400m account was up for review in April this year, Coca-Cola has selected UM as its lead agency for the U.S. The move will see Coca-Cola change its media strategy, adopting a "hybrid approach", which will see some strategy assignments given to other shops. According to data from Kantar, Coca-Cola spent over $406m in North America last year, and this figure is expected to grow as cost-cutting savings from other areas of the business are diverted to media. SMG's MediaVest and MediaCom will continue to be responsible for Coke's media business outside the US.