Coke’s $380m Consolidated US Media Duties Up for Grabs

16 September 2003

Coca-Cola confirmed Monday it is reviewing its US media duties with the intention of consolidating all brands within a single shop.

Incumbents Universal McCann (IPG), Starcom and MediaVest (both Publicis) have been invited to pitch, as have non-roster agencies Carat (Aegis) and Mindshare (WPP).

The consolidation is intended “to integrate all the media activities but also strings together the accountability and strategies for delivering results,” according to a Coke-spoke.

The review is being run by Coca-Cola vp of integrated communications, David Raines. Credentials presentations are not yet under way but the review process is expected to be complete by the end of October when a decision will be made.

According to Nielsen Monitor-Plus, Coke spent around $380 million (€337.99m; £237.62m) across all brands in 2002.

Data sourced from:; additional content by WARC staff