Coca-Cola to review media account

Screen Shot 2013-11-26 at 2.00.24 PMCoca-Cola has announced it is reviewing its media account, which is currently held by Ikon Communications.

In a statement the company said: “Coca-Cola South Pacific is currently conducting an evaluation of leading media agencies in Australia and their ability to provide integrated communication planning, media planning, media buying and evaluation. This review covers the entire portfolio of our beverages within Australia.”

This is the second major review of Ikon account since the departure of much of the agency’s senior leadership in March.  A number of agencies have been invited to participate in the review these include Ikon and some of the multinational agencies.

Coca-Cola added: “This review responds, not to a gap in the performance of our current partners, but to our need to continuously re-evaluate the fit between our needs and the marketplace capabilities given the rapid changes in both the consumer landscape and our business.”

A recent review of the Myer account saw Ikon retain the $50m business after a lengthy pitch process.

Nic Christensen 


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