Top Story

e4m_logo.png

Home >> Media – Print >> Article

International: Coke consolidates Venezuela biz with McCann, Burnett

17-July-2001
Font Size   16
Share
International: Coke consolidates Venezuela biz with McCann, Burnett

Coca-Cola Co. has decided to drop two of its four advertising agencies in Venezuela, and concentrate its $15 million ad budget with McCann-Erickson Worldwide and Leo Burnett Worldwide.

Having dropped J. Walter Thompson Co. and former Lintas agency RobertoEliaschev & Asociados, which had been handling the local products that Coca-Cola acquired in the deal with Cisneros Group, the company has now assigned all of its brands to Leo Burnett, with the exception of the Coca-Cola brand itself.

After many years, the leading soft drink is back with its McCann, although Coca-Cola Light stays with Burnett.

When the Cisneros Group dumped PepsiCo. and associated with Coca-Cola in themid-90s, Coca-Cola Co.'s world marketing director assigned the soft drink in Venezuela to Leo Burnett, not to McCann. The relaunch was considered vital, since Coke sales were far behind Pepsi's. Today Coke has 70% of the dark cola segment in Venezuela and leads all soft drinks with 35% of the category.

The deal Coca-Cola made with the Cisneros Group included the acquisition of a number of popular local brands including Chinotto soft drink and Hit fruit flavors. Later the company added other brands including Quatro.

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education