By: E.J. Schultz, Advertising Age

Coca-Cola Co. has selected UM as its lead media agency for North America, ending a review that began in the spring.

The beverage giant considered incumbent Starcom Mediavest Group along with other agencies that Coke works with globally, including MediaCom.

“At the end of a rigorous ten-week process, Coca-Cola North America has decided to invite UM to be our lead agency for all of our media planning, buying and media analytics,” the company said in a statement to Ad Age. “They will also be the primary partner for devising the most innovative and business driving connections strategies.”