Starcom, a global media communications company whose operations in the Philippines is headed by Lizelle Maralag, won the multi-million peso Coca-Cola media business in a landmark pitch against incumbent Universal McCann and Mediacom.
Universal McCann, the media arm of McCann Worldgroup, has been Coco-Cola’s media partner for an impressive 45 years, but its hold on the business loosened when the client decided to mount a media agency review. Starcom has Coca-Cola in its client roster in other markets; this may have help strengthen their position during the pitch.
However, sister company McCann Erickson remains as the creative agency of the softdrink giant and was behind the recent launch of Coke Zero together with Leo Burnett.
In a press statement from McCann, they said, “McCann takes pride in its 45 years of partnership with Coke, one that has been marked by many successes including local and international acclaim for marketplace performance and media creativity through the years.”
Ricki Arches, McCann Worldgroup President and CEO, says “while this development gives us pause, it strengthens our resolve to work even harder to help our clients achieve their business and marketing goals. We remain fully committed to bring our partnership with Coca Cola to greater highs as we continue to raise the bar on our creative work for them.”
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