Accounts in Review: Coke Joins the Long List of Media Searches

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The media account frenzy continues.

A week after searches for Visa and Coty surfaced, Coca-Cola bubbled up with a review of its U.S. media business. Spending on the account grew 27 percent last year to more than $400 million and is expected to rise again this year. So, to say that interest in this account is high would be a gross understatement.

To play, however, you have to be a Coke roster shop. As such, MediaVest is defending against media shops that handle Coke business in other parts of the world, namely UM, MediaCom and Carat.

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