BBJ secures share of Coca-Cola media task

BBJ has grabbed the strategic planning and non-TV buying business for Coca-Cola in the UK, leaving Universal McCann with the pounds 25 million TV buying account.

BBJ has grabbed the strategic planning and non-TV buying business for Coca-Cola in the UK, leaving Universal McCann with the pounds 25 million TV buying account.

Elsewhere in Coca-Cola GB's sweeping review of its advertising arrangements, Wieden & Kennedy has retained the pounds 7 million Diet Coke business after a pitch.

Decisions remain to be made on a number of other Coca-Cola brands in the UK, as marketing directors move to implement a 'think local, act local' strategy.

BBJ and Universal pitched against Starcom Motive for Coca-Cola's pounds 32 million UK media business. The decision to split the account echoes Coca-Cola's US arrangements, where strategic planning is handled by Leo Burnett and buying by Universal.

The non-TV buying business won by BBJ accounts for pounds 7 million of Coca-Cola's UK spend. However, there are indications that this share might increase as Coca-Cola shifts towards a more diverse advertising strategy.

Trista Grant, the BBJ managing director, said: 'It's a challenging assignment delivering integrated communications strategies for some of the most dynamic brands in the world. We're excited to have the opportunity to work with such a world-class marketing company.'

Grant spent 12 years working on the Coca-Cola account for Universal in the UK before a two-year stint running the account in Australia. Her long history with the company was said to have placed BBJ in a strong position to poach the high-profile UK business.

BBJ's sister agencies, Carat Insight and Carat Interactive, will handle media research and the new-media elements of the business. Charlotte Oades, the Coca-Cola GB marketing director, said: 'Given the dramatic expansion of our media mix and the new technologies we are exploring, this configuration will serve our needs best.'