Soft drinks giant Coca-Cola has handed its regional public relations business to Memac Ogilvy PR, removing it from incumbent Jiwin.
The handover of the account took place last week, with Memac Ogilvy PR – part of the Memac Ogilvy Group – taking up the reins as Coca-Cola’s contractual obligation to Jiwin expired. Jiwin had handled the account since September 2007 following a successful pitch bid. The same pitch saw Memac Ogilvy come a close second.
The move signifies the company’s desire to consolidate its business by working with an existing partner – Memac Ogilvy handles aspects of Coca-Cola’s creative and media accounts – said Antoine Tayyar, public affairs and communications manager, Coca-Cola Middle East.
“What we need in the next period is to have more presence in markets and Ogilvy PR has this,” said Tayyar. “It was a streamlining of the business. We selected one of the agencies that work with us also on creative and media and we consolidated in this area, PR, into an agency that works with us. There wasn’t a need a need to do a major pitch, because at the end of the day we don’t have hundreds of creative [agencies] we work with. And previously, a couple of years back when there was pitch done, Ogilvy was one of the top two.”
Memac has taken on responsibilities with immediate effect, handling the introduction of a new visual identity for Coca-Cola brand Sprite and the Coke Light integrated campaign ‘Very Important Apartment’.
Ronald Howes, regional managing director of Memac Ogilvy GCC, said: We look forward to further strengthening our relationship with Coca-Cola in the weeks and months to come.”