Coke keeps Diet at McCann here

Coca-Cola Canada has confirmed it has no intention of following the international alignment of its Diet Coke advertising business for the foreseeable future.Already alignedAnthony Eames, president of Toronto-based Coca-Cola, says Diet Coke was already aligned in Canada with other Coca-Cola business...

Coca-Cola Canada has confirmed it has no intention of following the international alignment of its Diet Coke advertising business for the foreseeable future.

Already aligned

Anthony Eames, president of Toronto-based Coca-Cola, says Diet Coke was already aligned in Canada with other Coca-Cola business at McCann-Erickson Advertising ‘several months ago.’

Eames indicated no intention of awarding the business to Scali McCabe Sloves, Toronto.

The clarification was made after a press report suggested that the Diet Coke account was expected to move to Scali.

Scali, Toronto is in the process of being structured into the Canadian office of the international Lowe Group after Lowe bought Scali’s worldwide operations from London-based WPP Group.

English-speaking countries

Lowe, in turn, won Diet Coke for all English-speaking countries last fall.

However, Coca-Cola, which had already moved to consolidate Coke and Diet Coke under one agency ‘to achieve operational efficiencies’ indicates it is standing pat with that decision in Canada. PA