The World: Bangkok - MediaCom, Starcom and Initiative in Coke contest

Coca-Cola will choose between three contenders in a review of its media agency line-up in Thailand.

The review, which covers all Coca-Cola brands, has been reduced from six to three agencies after a first round of credentials representations.

Initiative will defend the business against MediaCom and Starcom. Universal McCann was one of a number of agencies ruled out because of conflict.

Gavin Mehrotra, Coke's Asia-Pacific international media director, said the process would be completed within three months, during which time the finalists would be evaluated on consumer insights, strategic thinking, negotiations and innovation.

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