Industry sources say that CCE has become increasingly demanding of its media as it gears up for new launches. The spend attached to the brief made it difficult for Walker to meet those demands.
Walker held the business for the Capri-Sun and Appletiser brands, for which Coca-Cola does the bottling in the UK. Other Coca-Cola-owned business in the UK, held by Vizeum, including the Nestea and Minute Maid brands, is unaffected.
Walker has opted to rescind the account at a time when it is focused on an internal digital repositioning, after capturing the £70m Barclays brief earlier this year. Over the past few months, the agency has shied away from actively chasing new business as it staffs up on the digital side and beds in Barclays.
Coca-Cola Enterprises UK and Walker Media declined to comment.