Fleishman Gets Gatorade After B-M Switches to Coke
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Fleishman Gets Gatorade After B-M Switches to Coke

Burson-Marsteller has been selected to manage a corporate communications assignment for Coca-Cola Co, resulting in the loss of the Gatorade business, which has been handled by the firm’s Chicago office since 1983.

Paul Holmes

ATLANTA, April 30—Burson-Marsteller has been selected to manage a corporate communications assignment for Coca-Cola Co, resulting in the loss of the Gatorade business, which has been handled by the firm’s Chicago office since 1983.
 
The Gatorade business, believed to be worth around $2 million, has been assigned to Fleishman-Hillard. There had been speculation that the account would eventually be moved from Burson-Marsteller anyway. Gatorade parent Quaker Oats was acquired by PepsiCo late last year, and PepsiCo has been consolidating its advertising and PR work with Omnicom agencies. Fleishman apparently beat two other Omnicom agencies—Ketchum and Porter Novelli—in a competitive pitch.
 
According to Chet Burchett, president of B-M’s U.S. operations, “We notified Gatorade 10 days ago that we intended to pursue a global relationship with Coca-Cola.”
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