Energy drink company Red Bull is to put its £16 million pan-European media planning/buying business up for grabs.

The move takes place against a background of increased competition for the brand which has been virtually unchallenged in Europe until recently.

In the UK, where it controls 70% of the market, it ranks third in the nation’s league table for all soft drinks, eclipsed only by Coca-Cola and Pepsi. In recent months, however, serious competition has emerged in the shape of Coca-Cola’s Burn and SmithKline Beecham's Solstis.

Red Bull’s UK media account, held since 1995 by AMS Media and worth an annual £7m, is not under review. Says Red Bull managing director Harry Drnec: “We are real happy with AMS Media here in London for our British Isles needs. They're the best and we work very closely together.”

News Source: CampaignLive (UK)