Coke distribution arm grabs MS&L

ATLANTA: Coca-Cola Enterprises (CCE) took on its first-ever global agency of record last week, choosing Manning, Selvage & Lee over Ketchum, GCI and Shandwick. The account is worth approximately dollars 500,000 over the next year.

ATLANTA: Coca-Cola Enterprises (CCE) took on its first-ever global agency of record last week, choosing Manning, Selvage & Lee over Ketchum, GCI and Shandwick. The account is worth approximately dollars 500,000 over the next year.

ATLANTA: Coca-Cola Enterprises (CCE) took on its first-ever global

agency of record last week, choosing Manning, Selvage & Lee over

Ketchum, GCI and Shandwick. The account is worth approximately dollars

500,000 over the next year.



CCE, which bottles and distributes 70% of all Coke products sold in the

US, Belgium and Canada, is a separate entity from the Coca-Cola Company,

which produces the famous syrup and markets the drink.



CCE manager of public affairs Laura Asman said that while the Coca-Cola

Company’s PR problems over the past two years have not directly impacted

CCE, she admitted that a residual effect was felt in stock performance

as well as internal and external relationships. ’This is the right time

to bring clarity to our messages,’ she said.



Added Jan Lewin, MD of MS&L/Atlanta, ’Our challenge is how does CCE

differentiate itself from Coca-Cola Company and be a part of the overall

success of the brand.’



Deeley Trimble & Company, an employee communications specialist, will

also contribute to the account, relaying brand messages developed by

MS&L to local bottlers.



Over the years, CCE has given a tremendous amount of PR autonomy to its

field distributors - which, according to Deeley Trimble partner Karlenne

Trimble, may have contributed its low public profile: ’Getting out a

consistent corporate vision and communicating a single voice to Wall

Street is difficult in a decentralized organization.’



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