Only Roster Shops Will Get a Crack at Coke’s U.S. Media Account

Incumbent MediaVest competes with 3 of the brand's global partners

Like the media reviews of SC Johnson and Wells Fargo, Coca-Cola's U.S. contest is a roster-shops-only affair.

Incumbent MediaVest is competing against three agencies that handle Coke business overseas: MediaCom, Carat and UM,  according to a Coke representative. MediaCom, for example, works for the company in Mexico and the U.K.

Coke's U.S. media spending exceeded $400 million last year, up from nearly $320 million in 2013, according to Kantar Media.

The assignment in play encompasses media planning and buying across traditional and digital media.

SC Johnson's global media buying review pits Maxus, the incumbent on traditional media, against PHD, the incumbent on digital. That search is expected to conclude this month.

In Wells Fargo's contest, the bank consolidated all U.S. planning and buying at OMD after a head-to-head battle with UM. Previously, OMD had handled traditional media, while UM handled digital.

Coke's search will stretch into the summer, with final presentations expected to take place in July, the rep said.

MediaVest, a unit of Publicis Groupe's Starcom MediaVest Group, has been a Coke roster shop for more than a decade, and the marketer consolidated its U.S. business at the agency in late 2003 after a review.