Suntory reviews €100m media business

MediaCom on alert in the UK as the owner of Lucozade and Ribena rethinks €100m business.

Lucozade:  MediaCom oversees several Suntory brands in the UK worth a combined £25 million
Lucozade: MediaCom oversees several Suntory brands in the UK worth a combined £25 million

Suntory Beverage & Food, the owner of Lucozade, Orangina and Ribena, has called a €100 million review of its European media business.

In the UK, the £25 million account is handled by Media­Com. This is the first time the agency’s relationship with the brands has been tested since Glaxo­SmithKline sold Lucozade and Ribena to Suntory in September 2013.

There has been speculation that the client was unhappy sharing the agency with Coca-Cola, but this has not been confirmed.

It is understood that agencies from all of the big six holding groups, including other shops within WPP, are being invited to pitch. The process is being handled by ID Comms.

Suntory currently uses a number of agencies and the review may consolidate the work between fewer shops.

The company’s other major European market is France, where the €30 million media business is handled by KK Media. Other markets included in the review are Belgium (Havas Media), Ireland (Mindshare), Nigeria (OMD), Poland (Havas Media), Portugal and Spain (both Arena).

Schweppes, Oasis and Trina in some markets are also included in the review.

Jaume Mussons, the chief marketing officer at Suntory Beverage & Food Europe, said: "We are reviewing our media support to ensure we are working with agencies that best fit our strategic growth priorities."


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