After announcing the $ 400 m account was up for review in April this year , Coca - Cola has selected UM as its lead agency for the project The project will see Coca - Cola change its media strategy , adopting a " hybrid approach " , which will see some strategy assignments given to other shops . "At the end of a rigorous ten-week process, Coca-Cola North America has decided to invite UM to be our lead agency for all of our media planning, buying and media analytics," the company said in a statement to Ad Age. According to data from Kantar , Coca - Cola spent over $ 406 m in North America last year , and this amount is expected to grow as cost - cutting savings from other areas of the business are diverted to media . SMG 's MediaVest and MediaCom ##m continue to be responsible for Coke 's media business outside the US .
After announcing the $ 400 m account was up for review in April this year , Coca - Cola has selected UM as its lead agency for the project The project 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 $ 406 m in North America last year , and this amount is expected to grow as cost - cutting savings from other areas of the business are diverted to media . SMG 's MediaVest and MediaCom ##m continue to be responsible for Coke 's media business outside the US .