agencies

Coca-Cola Just Announced 2021’s Biggest Agency Review

Coke's global creative and media agency review puts every single one of the 17th largest global ad spender’s current accounts up for grabs.
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· less than 3 min read

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Coca-Cola just baked an entire cake, took one bite of it, said “Nah, not good enough,” then threw the whole thing away to start again. And by that I mean it’s launching a global creative and media agency review that puts every single one of the 17th largest global ad spender’s current accounts up for grabs.

  • Creative agencies Wieden+Kennedy, Anomaly and McCann—as well as media account holders UM, MediaCom, Starcom, and Carat—will argue that cake was perfectly fine to begin with.
  • Coca-Cola uses about 4,000 other agencies globally for its “creative, production, shopper marketing and experiential” needs that will also go under review, per Ad Age.

So...good call, Coca-Cola?

  • From in-house brands like Coke to agency networks like Dentsu, consolidation seems like the name of the game this week.
  • “By...eliminating duplication and optimizing spend, we will generate significant savings to fuel reinvestment in our brands,” a Coca-Cola spokesperson told Adweek.

Looking ahead: Although the review begins in Q1, we won’t know if the whole thing plays out in Coke’s favor until January 2022, when final results will be announced.

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