McCann faces European media review

Coca-Cola will review McCann-Erickson’s remaining piece of pan-European business, media buying and planning, at the start of next year, sources say.

The review could end the agency’s 38-year relationship with the soft-drink giant.

A number of agencies are believed to be fighting for a place on the company’s pitch list.

These include the Carat network; Optimedia, the media arm of Publicis which handles the European account (MW July 7); and Leo Burnett, which won the global creative account for Coke’s Fruitopia last month and handles the media buying in Italy.

Coke has alerted agencies across Europe that the business will be up for grabs in the new year. A number have been to Coke’s headquarters in Atlanta to discuss the business.

Coke declines to comment on the future of its media buying in Europe, but a spokesman says: “McCann-Erickson continues to handle our media buying in Europe.”

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