Coca-Cola Launches Global Creative and Media Agency Reviews

The company is evolving its agency model, meaning its $2.5 billion worldwide media spending is up for grabs


Next year’s largest review may already be here.

Creative and media accounts across Coca-Cola’s brand roster appear up for grabs as the company reimagines its agency models amid larger structural changes.

In a statement, a spokesperson confirmed that Coca-Cola is launching a full global review of its media buying and planning services. The creative portion of the review encompasses creative, experiential marketing, production management and shopper marketing. “We are on a journey to fundamentally transform and dramatically improve the effectiveness and efficiency of our marketing investments,” a Coca-Cola spokesperson told Adweek.

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