To follow up on our post last week regarding an apparent shift in C0ca-Cola’s agency partnerships, specifically in the search arena, we have now received confirmation from the soft drink giant itself that iCrossing has picked up the brand’s North American paid search marketing/SEM business. The Hearst-owned digital agency, which won the NA SEM business from AKQA, is now adding to its list of Coke assignments that already include global SEO, which iCrossing has handled for approximately five years.
As was mentioned last week, AKQA is not being shut out as the agency still has global assignments for SEM in Latin America and Canada according to the Coca-Cola camp. We’ve been told there was a review for the North American SEM account (that may have also included 360i), but further details weren’t provided.