COCA-COLA CONSOLIDATES U.S. MEDIA PLANNING
By Adnews Staff
U.S.-based Coca-Cola has given its U.S. media planning business to D'Arcy Masius Benton & Bowles in New York. McCann-Erickson Worldwide in New York will continue to handle buying. The planning assignment was previously split among agencies handling the soft drink giant's creative. DMB&B was given the business in a competition with the Chicago office of Leo Burnett USA. In Canada Optimedia will continue to do both buying and planning, Coca-Cola spokesperson Tina Warren told Adnews yesterday. Early this year Optimedia, a division of FCB Canada, took over the Coke media assignment from Initiative Media, the media arm of MacLaren McCann in Toronto.
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