Top Story


Home >> Media – Print >> Article

International: Coke consolidates Venezuela biz with McCann, Burnett

Font Size   16
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.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems