Coca-Cola is handing additional responsibilities to Starcom following a pan-regional pitch in Latin America.
The Publicis-owned shop will continue to manage the beverage brand's media buying and planning in Colombia, Ecuador and Venezuela while expanding the relationship in nine additional markets including Costa Rica, Panama, Guatemala and Dominican Republic.
The business will be serviced via a regional hub in Colombia dedicated to centralizing all planning, integration and digital transformation. In addition, each local market will have a team that specializes in data, analytics and digital transformation.
Starcom’s Ximena Villamil will serve as the account lead.
This expansion builds upon a global relationship that has existed for almost 25 years.