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. "Sometimes being close to the creative is a barrier because you might want a bit of tension in the process. 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. 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.