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After Coca-Cola spent 11 months reviewing its global marketing, the iconic advertiser finally found a winning partner in the world’s largest advertising holding company, WPP. Monday’s announcement, however, left more questions than answers about the review.
Coca-Cola’s initial announcement highlighted WPP as the big winner, taking on media buying for all markets, with the exception of a few select markets in Asia where Dentsu has a strategic advantage. In total, it amounts to more than 90% of the media business falling to WPP.
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