Late last year, in an effort to consolidate its global media planning business with one agency, Mars yanked its account from Starcom, placed it in review and handed it to MediaCom. The agency has also
recently lost Microsoft and Anheuser-Busch InBev. Now, Starcom is getting the shaft again.
Soft drink giant Coca-Cola has placed its U.S. media buying and planning account into review.
While MediaVest will participate in the review alongside sister Coke agencies UM, MediaCom and Carat, we all know how these things go.
Hoping to placate any nervousness, a Coke
spokeswoman said: "We have a very productive and strong relationship with Starcom MediaVest Group that has served both companies very well for the last 11 years. Over this period, SMG has continually
improved and strengthened its offering and remains a valued partner. As the media marketplace reshapes and reinvents itself, we frequently take the opportunity to formally review our media partners
all around the world. Continued appraisal of our partners ensures we are both working with, and acting as, the best partners to create the most value at the right price."
Oh -- because
evaluating the actual work agencies do on a day-to-day basis for you is too difficult? You need the dog and pony show to make sure your agencies don't get too comfortable? Same old story.