The World: Paris - Marcel wins Coca-Cola Classic task from BETC

Euro Coca-Cola has moved the 2.5 million French advertising account for its Classic brand out of BETC Euro RSCG into the Publicis-backed start-up Marcel.

The new agency won the business following a four-way pitch against Publicis Conseil (which works on Coca-Cola Light, Coca-Cola Citron and Minute Maid), M&C Saatchi GAD and McCann Erickson (which handles the company's Coca-Cola Vanille and Powerade accounts).

Marcel was founded in May this year by the creative team Frederic Raillard (bottom) and Farid Mokart (top).