Coca Cola India, that had initiated a review of its media duties last month, has decided on its media AoR. In the wake of a multi-agency pitch, the business has been awarded to Lodestar UM. The development breaks the 11-year old relation that Coca Cola had with Madison Media. Industry sources peg the business upwards of Rs 200 crore.
The other agencies vying for the business included Starcom Worldwide, Carat, TME and the incumbent Madison Media. As is known, Starcom Worldwide, UM and Carat work on the Coca Cola media business in various international markets.
When contacted, Coca Cola India Spokesperson said, “Coca-Cola India as part of a global process has been looking at opportunities to optimise its marketing capabilities. As part of this process, the company conducted an evaluation of leading media agencies to provide integrated communication planning, media execution, strategic analysis and media tracking capabilities for its entire portfolio of beverages. This had become all the more necessary with the rapidly evolving media landscape in the country. While all agencies participating in the review process illustrated strong skills, Lodestar Universal McCann showed the highest potential and has been awarded the media account for Coca-Cola India. We are very excited about this partnership and are confident that Lodestar Universal McCann will add value to our business. ”
It is also understood that there are no changes in the creative partners of Coca Cola India at present.