Coca-Cola Enterprises to streamline agency roster

Coca-Cola Enterprises, the largest bottler of Coke’s products, is understood to be reviewing its below-the-line agency roster in the UK. A formal pitch is expected to begin imminently.

It is understood that CCE has been reviewing its marketing services suppliers since the spring, with a view to streamlining its roster. It currently works with Arc, BD Network and Wax.

As part of the agency review, Vizeum will be handed the £6m media planning and buying account for Capri-Sun and Appletiser as of January 1. The account will be taken out of Mediaedge:cia as part of CCE’s consolidation strategy.

CCE handles the bulk of the below-the-line marketing for Coca-Cola GB brands, which includes its flagship cola portfolio and Schweppes range.

Last month, the company appointed Simon Baldry as vice-president and general manager for its UK business. He was previously managing director of Cadbury Schweppes Great Britain and Ireland. He has stepped in to replace Hubert Patricot, who became president of the European group in July.

Also last month, the bottler reported a third-quarter profit fall of 20% to $214m (£133.59m), hit by weak results in its North American business. While it posted growth in Europe, it was offset by higher fuel costs and declines in higher-margin 20-ounce packages in North America.

The roster review comes in the wake of global and regional ad agency roster reviews initiated by Coca-Cola Company. It has appointed Mother to handle the £35m Diet Coke account, while it is currently reviewing its Coke Zero roster (MW October 23).

A CCE spokeswoman says: “We are not currently reviewing the below-the-line strategy.”

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