Conflict threatens Chiat grip on Fruitopia account

Chiat/Day’s hold on Coca-Cola’s Fruitopia account is in doubt because of client conflict caused by its new owner Omnicom. Chiat/Day’s US parent has already been told it is likely to lose the business.

Reports have appeared in the US, saying Chiat/Day will split with Coca-Cola within three months, ahead of its formal acquisition by Omnicom network TBWA in September.

The expected split will avoid conflicts with the Omnicom-owned shop BBDO World- wide which handles Coke’s rival Pepsi-Cola.

In the UK, Chiat/Day has already said it will not be part of the TBWA takeover. However, the London office will answer to Omnicom’s board.

“What it comes down to is whether Coke and Pepsi are comfortable about having an advertising account with separate agencies which report to the same five people,” says Chiat/ Day Fruitopia account director Dan Brooke. He says discussions have yet to take place with Coke.

Coca-Cola says there are “no current plans” to change the relationship.

The company has confirmed that the £3.7m UK launch campaign for Fruitopia, which breaks in May, will be handled by Chiat/Day.

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