As was exclusively reported by exchange4media in April, Coca–Cola India had initiated a multi-agency media review http://www.exchange4media.mobi/advertising/coca-cola-india-meets-media-agencies;-account-size-pegged-at-rs-300-core_63943.html.
Lodestar UM from the IPGMediabrands’ umbrella was the current agency on the account. The agency bagged the media mandate in August 2010, on the back of a multi- agency pitch from Madison Media who handled media duties for the Cola major for 11 years.
Interestingly Lodestar UM has retained the account duties; the account is highly prestigious account in India and globally and the account size is estimated to be upwards of Rs 300 Crore.
Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India and South West Asia said “Media review is a periodical process which we undertake on a regular basis. This is primarily to ensure that as Advertisers, while we have our plans intact, we also get the best returns w.r.t traditional and emerging media. As part of this process, we recently invited few reputed agencies to pitch for the account; which also included our incumbent agency. At the end of a rigorous process, and after much deliberation over certain key parameters, we have decided to invite our existing incumbent agency, Lodestar UM to be our lead agency, as we believe that it is most equipped to make the fastest transition into the new ways of operating in the dynamic India media market place. They will be our primary partners for media planning, buying and media analytics; helping us device the most innovative and business driving connections strategies.”
The multi-agency pitch was a closely contested battle among Mediacom, Madison Media and Lodestar UM.