UM MENA holds off Starcom and MediaCom to retain Coca-Cola

August 30, 2016 | Share this article

Coca-Cola Middle East has reappointed UM MENA as its media agency of record after holding a competitive pitch in spring this year.

The global beverage giant handed the multimillion-dollar, full-service media and digital account to the Dubai-headquartered incumbent agency after considering pitches from Starcom and MediaCom, Campaign has learnt.

MCN-owned UM MENA has held the account in the Middle East and North Africa for the past eight years.

UM also has the Coca-Cola account in other global markets, including the $400-million North American brief, which it won from Mediavest in July last year.

The account retention follows a number of wins for UM MENA, including Rani Refreshments, Barbican and most recently the Saudi Arabian pastry company Saadeddin.

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