INTERNATIONAL: Shandwick snatches Coke from GA in Asia

HONG KONG: Coca-Cola has dropped Gavin Anderson as its corporate agency in Hong Kong after 14 years, in favour of Shandwick.

HONG KONG: Coca-Cola has dropped Gavin Anderson as its corporate

agency in Hong Kong after 14 years, in favour of Shandwick.



An agency review carried out in December saw both agencies pitch for the

full-service account, which carries substantial fees.



It is understood Coca-Cola’s decision to drop Gavin Anderson was sparked

by a move into interactive marketing with the launch of a new

merchandise web site, cocacola.com, as a result of which, Coca-Cola

sought a more technology-focused agency.



The drinks giant uses a roster of agencies in the UK. Cohn and Wolfe and

Jackie Cooper jointly handle brand PR, while trade and corporate PR is

the responsibility of Clarion. The firm uses Shandwick for its

communications in Scotland.



The account covers product PR for the company’s range of carbonated soft

drinks, which include Coca-Cola, Diet Coke, Fanta and Sprite. Coca-Cola

is the top-selling cola brand in Hong Kong and had the best-known brand

in China, according to a Gallup consumer survey conducted last year.



Gavin Anderson’s brief expanded during its 14-year tenure to include

internal communications, product promotion and issues management, which

will form the core of Shandwick’s brief.



Coca-Cola China reduced its marketing spend last year during a worldwide

product recall and the Asian recession. Account fees are understood to

have declined significantly as a result. Coca-Cola’s local bottling

plant operations, owned by Hong Kong holding company Swire Group, does

not have a PR agency.



Shandwick was unavailable for comment as PR Week went to press.



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