Coca-Cola launches global review of media and creative accounts

Coca-Cola has launched a global review of its media and creative accounts, in an effort to “fundamentally transform and dramatically improve the effectiveness and efficiency” of its marketing investments by consolidating its agency rosters.

A Coca-Cola spokesperson told Mumbrella: “By improving our processes, eliminating duplication and optimising spend, we will generate significant savings to fuel reinvestment in our brands.

Coca-Cola is reviewing its creative and media accounts

“Media and creative agency services require significant investment from our brands. They are also a crucial component of our ongoing digital transformation journey to drive our business. With that in mind, we have decided to undergo a complete redesign of our media and creative agency models in an effort to align the strategic, operational, and commercial needs of our new, networked organisation.”

The review is expected to be completed by the end of 2021.

Coca-Cola is reported to spend US$4 billion on media globally. The Coca-Cola South Pacific media account is worth approximately A$20 million.

IPG Mediabrands’ UM retained the South Pacific media account after an agency review last year. It first won the account from Ikon in 2014.

Mumbrella has contacted UM for comment.

The creative services under review include creative, production management, shopper, and experiential marketing. In Australia the creative account is serviced by Ogilvy and McCann. Both agencies have been contacted for comment.

Naked Communications and Ogilvy were behind the award-winning ‘Share a Coke’ campaign which originated in 2011, and has since been expanded into global markets. Naked was behind the communications strategy for the campaign and Ogilvy executed the creative.


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