Lodestar UM has retained the media duties for Coca-Cola post a multi-agency pitch. The agency first bagged the account in 2010.
In a prepared statement, Debabrata Mukherjee, vice president, marketing and commercial, Coca-Cola India and South West Asia, said, “Media review is a periodical process which we undertake on a regular basis. This is primarily to ensure that as advertisers, while we have our plans intact, we also get the best returns w.r.t. traditional and emerging media. As part of this process, we recently invited few reputed agencies to pitch for the account; which also included our incumbent agency. At the end of a rigorous process, and after much deliberation over certain key parameters, we have decided to invite our existing incumbent agency, Lodestar UM to be our lead agency, as we believe that it is most equipped to make the fastest transition into the new ways of operating in the dynamic India media market place. They will be our primary partners for media planning, buying and media analytics; helping us device the most innovative and business driving connections strategies.”
An agency representative confirmed the development while declining comment.