The beverage major retains the agency for media planning, buying and media analytics and to help the brand with innovative and business driving connection strategies
BestMediaInfo Bureau | Mumbai | June 8, 2016
After calling for a media review for its Rs 400-crore account, beverage major Coca-Cola has decided to continue with its incumbent agency Lodestar UM.
As reported earlier, a GroupM agency (Mediacom) and Madison were a part of the media review. Lodestar UM has been handling the entire media of Coca-Cola for the last six years and will continue to do so.
Confirming the development, Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca-Cola India and South West Asia, said, “Media review is a periodical process which we undertake on a regular basis. This is primarily to ensure that as advertisers, while we have our plans intact, we also get the best returns w.r.t traditional and emerging media. As part of this process, we recently invited a few reputed agencies to pitch for the account, which included our incumbent agency. At the end of a rigorous process, and after much deliberation over certain key parameters, we have decided to invite our existing incumbent agency, Lodestar UM, to be our lead agency as we believe that it is most equipped to make the fastest transition into the new ways of operating in the dynamic India media market place. It will be our primary partner for media planning, buying and media analytics, helping us device the most innovative and business driving connections strategies.”