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The Coca-Cola Company

Coca-Cola chooses McCann as agency partner for localizing creative work in Central and Southern Europe (CSE)

Wien (ots)

The Coca-Cola Company's Central and Southern Europe
(CSE) business unit has appointed McCann as the creative agency to
work with the 23 countries* that comprise the business.  The move
will enable the CSE business unit to operate with greater speed,
scale and simplicity across multiple countries.
The decision was made after a thorough review, and follows the
creation of the CSE business unit earlier this year. The move will
enable Coca-Cola to identify synergies across the region and allow
international campaigns to be localized faster, more effectively and
more efficiently. The range of services to be localized include
adaptations of TVCs, billboards, radio, and graphics mainly.
Because of the need for a network partner to service the entire
territory, but which also has strong local operations, only two
agencies were invited to tender - McCann and Publicis, both of which
have long standing relationships with Coca-Cola.  Both agencies
showed strong competencies and a high level of creativity. The
decision to appoint McCann was based on its performance against three
criteria:  creative excellence, agency structure and costing.
"I would like to thank both agencies for their hard work and
excellent proposals", said Roel Annega, Marketing Director of
Coca-Cola CSE. "It was a close contest, but overall we felt McCann's
proposal was the most compelling. We're looking forward to working
with them to implement marketing of the highest quality that will
drive the growth of our business in CSE in the years ahead," he
added.
Publicis will continue to work for Coca-Cola CSE as it remains one
of the agencies on the company's roster for the central production of
creative.
The Coca-Cola CSE account will be led by Pedro Pina, Senior Vice
President, EMEA Regional Account Director at McCann.  He commented,
"We are excited to continue to strengthen our bonds with Coca-Cola in
Europe and are particularly excited to welcome back important markets
like Italy, Greece, Austria and Bulgaria into our area of
responsibility. We strongly believe that scale, efficiencies and
creativity can all be part of the same successful equation."
McCann will work across all Coca-Cola's global brands and will take
up responsibility for localization of campaigns in all markets from
March 2011.
*The Coca-Cola Company's Central and Southern Europe (CSE) is
comprised of the following countries: Albania, Austria, Bosnia,
Bulgaria, Croatia, Cyprus, Czech, Estonia, FYROM, Greece, Hungary,
Italy, Kosovo, Latvia, Lithuania, Malta, Moldova, Poland, Romania,
Serbia, Slovakia, Slovenia, and Switzerland.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still
brands. Along with Coca-Cola(R), recognized as the world's most
valuable brand, the Company's portfolio includes 12 other billion
dollar brands, including Diet Coke(R), Fanta(R), Sprite(R), Coca-Cola
Zero(R), vitaminwater(R), Powerade(R), Minute Maid(R), Simply(R) and
Georgia(R). Globally, we are the No. 1 provider of sparkling
beverages, juices and juice drinks and ready-to-drink teas and
coffees. Through the world's largest beverage distribution system,
consumers in more than 200 countries enjoy the Company's beverages at
a rate of 1.6 billion servings a day. With an enduring commitment to
building sustainable communities, our Company is focused on
initiatives that protect the environment, conserve resources and
enhance the economic development of the communities where we operate.
For more information about our Company, please visit our website at
www.thecoca-colacompany.com.
About McCann Worldgroup
McCann Worldgroup, one of the world's largest marketing
communications companies, is comprised of McCann Erickson Worldwide
(the world's largest advertising agency network); MRM Worldwide
(digital marketing/relationship management); Momentum Worldwide
(event marketing/promotion); McCann Healthcare Worldwide
(professional/dtc communications); Universal McCann (media
management); Weber Shandwick (public relations); EXP (global
production) and FutureBrand (consulting/design).
Pictures:
http://www.ots.at/presseaussendung/OTS_20101207_OTS0116

Rückfragehinweis:

Philipp Bodzenta
Coca-Cola
+43(0)664 605 088 10
pbodzenta@eur.ko.com

Hallie Johnston
McCann Erickson
+44(0)207 961 2056
hallie.johnston@europe.mccann.com

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