The Week: Advertising Reviews - Coca-Cola slims its roster

Coca-Cola is streamlining the number of agencies working on its iconic "red" brand from more than 20 to just four, in a bid to increase the efficiency of its European marketing arrangements.

The reshuffle leaves just Mother London, Wieden & Kennedy Amsterdam, McCann Erickson Spain and Senior Rushmore Madrid working on the European business, worth an estimated £100 million. Coca-Cola will be briefing agencies on the new marketing arrangements this month.