Coca-Cola Middle East and Rani Refreshments, which is part of Saudi-based soft drinks company Aujan Industries, have called a review of their respective media planning and buying accounts.
Incumbents Mindshare and UM are the only two agencies participating in the review, which is understood to be a routine examination of Coca-Cola and Rani Refreshments’ media partners.
It is not known whether the companies are seeking to consolidate media into one agency following The Coca-Cola Company’s acquisition of half of Aujan’s business in a $980 million deal last year. The Coca-Cola Company holds the rights to Aujan-owned brands and 49 per cent of Aujan’s bottling and distribution operations.
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