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Four major advertising holding companies and thousands of smaller shops around the world are awaiting their fate as part of the Coca-Cola Company’s global marketing and media review. The potential impact of the outcome, which should be announced within the next couple weeks, could completely change the industry landscape due to the size of the contract.
Originally announced last December as two reviews, one for creative and another for media across the company’s brand portfolio, it has since been combined into one review, but not after months of work had gone into the separate processes.
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