Coca-Cola GB has slashed the number of agencies it uses by setting up its first sales promotion roster, following a review of its estimated &£12m promotions business.
The soft drinks giant, which has previously used up to a dozen promotion agencies on a regional basis, has appointed a seven-strong roster. They are: ZGC, Dynamo, Billington Cartmell, Brewer Blackler, Team LGM, with new additions Stretch the Horizon and Black Cat.
Coca-Cola invited a number of agencies to pitch for the account over two months ago (MW November 11 1999) and drew up a final 11-strong shortlist.
The list also included Interfocus Network, Adkins Wheeler and Draft Worldwide, which were not hired.
The company’s brands include Coca-Cola, Diet Coke, Fanta and Lilt, as well as former Cadbury Schweppes brands such as Oasis and Dr Pepper. In the UK, Coke spends more than &£42m above the line, but promotions are a key component of its marketing strategy.
Coca-Cola head of promotions Rafael McDonnell says: “Promotions will play a more important role as we look to strengthen our marketing at local level.
“This new roster will provide us with the best resources to deliver innovative promotions to support our brands.”