Coca-Cola Middle East eyes up new PR agencies

DUBAI - Coca-Cola Middle East is due to announce the winner of its regional PR account next month following a secretive pitch.

Ajram: Coke's brand ambassador in the Middle East
Ajram: Coke's brand ambassador in the Middle East
The Bahrain headquartered company has been tight-lipped about the pitch process, which was instigated following the dropping of Weber Shandwick as Coca-Cola's global PR partner earlier this year. Coke's PR in the region was handled by Promoseven Weber Shandwick, which is part of the Dubai-based Promoseven network.

A number of regional PR companies are understood to have pitched for the business, including Asda'a and Jiwin, which is the PR arm of Dubai Press Club. Jiwin is also the official affiliate of Burston-Marsteller in the region.

Amer Ahmed, Coke's regional public relations officer, refused to be drawn on the subject, admitting only that a decision will be made in September on who will be the company's new PR agency.

Ricarda Ruecker, regional managing director of Fortune Promoseven, said the Promoseven network had a good relationship with Coca-Cola and would continue to work on Coke's advertising account.

Coke ended its 15-year relationship with Weber Shandwick earlier this year due to what both parties described as "client conflict". 

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