Soft drink giant Coca-Cola has awarded its media account in Mexico to MediaCom, estimated to be worth around $100m.
Starcom MediaVest Group had previously held the account for over ten years.
Mexico is one of Coca-Cola’s most important markets. The company has operated there for over 88 years and announced back in July that it plans to invest $8.2bn in the country by 2020.
The win comes shortly after it was announced that WPP-owned MediaCom has also been awarded FMCG giant P&G’s digital media business in Latin America and the Caribbean, estimated to be worth up to $75m.
Take a look at Selman Careaga, vice president of marketing, Coca Cola Mexico speaking at last month’s Festival of Media LatAm:
