Coca-Cola Canada has consolidated its business with Cossette Communication-Marketing, effective the beginning of 1998.

The move unseats MacLaren McCann which has been responsible for advertising to the youth market, ages 12 to 19, and Leo Burnett, which has held the young adult segment, ages 20 to 34.

Cossette already had the adult portion, 35-plus, of the account.

Tina Warren, director of corporate communications for Coca-Cola, says the change in no way reflects a dissatisfaction with the other agencies but rather a desire for strategic integration and efficiency. In addition, she says, the company needed to provide greater regional support to the corporation’s bottling partner, Coca-Cola Beverages.

Warren says Cossette fit the bill because of its fully integrated advertising and promotion capabilities and its strong regional presence, with offices in Quebec City, Montreal, Vancouver and Toronto.