At the end of last year, Coca-Cola revealed a revamped agency model, appointing WPP as its global marketing network partner, Dentsu as its complementary media partner, and Publicis and IPG as part of its strategic roster.
The group chairman announced the move is already showing positive results allowing to create end-to-end experiences that are more customer-centric and grounded in data rich insights.
The agency model has four components:
- A global marketing network partner to manage end-to-end creative, media, data and marketing technology, across the whole portfolio;
- A complementary media partner to bring differentiated capabilities in select markets;
- A strategic roster of approved agencies to provide access to the best creative minds globally;
- A common data and technology platform that connects marketing teams across all Coca-Cola teams and agencies
The Agency/Client landscape is changing rapidly. Whist many brands are moving the creative execution in-house, Coca-Cola opted for a simplified operational model which they believe will help prevent silo mentality and drive long-term growth.