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Coca-Cola reviews US media agency with Starcom Mediavest, UM, MediaCom & Carat/Dentsu set to pitch

By John McCarthy | Media editor

Coca Cola

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Coca-Cola article

April 22, 2015 | 2 min read

Coca-Cola has decided to put its media-buying and planning agency into review, according to Adage.

The international soft-drinks giant confirmed that current agency Starcom Mediavest Group will compete against UM, MediaCom and Carat/Dentsu for the business.

A Coca-Cola spokesperson told AdAge: "We have a very productive and strong relationship with Starcom Mediavest Group that has served both companies very well for the last 11 years. Over this period, SMG has continually improved and strengthened its offering and remains a valued partner."

She added that the move was made to addresses a changing media marketplace which “reshapes and reinvents itself”.

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The shift in strategy comes after the firm replaced out-going chief marketing officer Joe Tripodi with Marcos De Quinto last October, formely president of Coca-Cola’s Iberia business unit and vice president of the Europe Group.

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Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola Company. Originally intended as a patent medicine, it was invented in the late 19th century by John Pemberton and was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout the 20th century.

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