HONG KONG: Coca-Cola has dropped Gavin Anderson as its corporate agency in Hong Kong after 14 years, bringing in Shandwick to revitalize its PR in the region.
HONG KONG: Coca-Cola has dropped Gavin Anderson as its corporate
agency in Hong Kong after 14 years, bringing in Shandwick to revitalize
its PR in the region.
An agency review carried out last month saw both agencies pitch for the
business, which carries fees rumored to be in the high-six-figure
The soft-drink giant’s decision to drop Gavin Anderson was reportedly
sparked by the company’s move into interactive marketing with the launch
of a new merchandise web site. As a result, Coca-Cola decided to move to
Shandwick, whose hi-tech capability exceeds that of Gavin Anderson.
During its 14-year tenure servicing Coca-Cola, Gavin Anderson expanded
its role significantly, from product PR to a range of tasks including
internal communications, product promotions and issues management.
These activities will form the core of Shandwick’s assignment.
The account also covers product PR for the company’s range of carbonated
soft drinks (Coca-Cola, Diet Coke, Fanta and Sprite). Coca-Cola is the
top-selling cola brand in Hong Kong and, according to a Gallup consumer
survey conducted last year, the best-known brand in China.
Shandwick’s appointment could well signal a marketing revival. Last
year, Coca-Cola reduced its marketing spending during a worldwide
product recall and the Asian recession. As a result, PR account fees are
understood to have declined significantly.
In the UK, the beverage giant uses Cohn & Wolfe and Jackie Cooper to
handle brand PR, and Clarion for trade and corporate PR.