Coca-Cola's media account, covering all of its brands, is in play with Ikon poised to defend one of its biggest pieces of business.
A spokesperson confirmed to AdNews that the review was under way, with Ikon and agencies on its global roster invited.
“Coca-Cola South Pacific is currently conducting an evaluation of leading media agencies in Australia and their ability to provide integrated communication planning, media planning, media buying and evaluation. This review covers the entire portfolio of our beverages within Australia,” said the company in a statement.
“This review responds, not to a gap in the performance of our current partners, but to our need to continuously re-evaluate the fit between our needs and the marketplace capabilities given the rapid changes in both the consumer landscape and our business.”
According to Nielsen data for the 12 months to June 2013, Coca-Cola spent $22.8 million on main media. However, that figure was down almost 50% on the previous year and it is likely the account is worth considerably more.
Coca-Cola said the review would likely conclude in February or March.
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