Coca-Cola aims to promote the lucrative long-term growth of its entire product portfolio with its “aggressive” “transformative and modern” agenda for its marketing and innovation model.
That change included a complete overhaul of its agency structure, with new appointments across all creative, media and strategic strategies.
The agency model has four key components. First, a partner in a global marketing network that will manage the final arts, media, data and marketing technologies throughout Coke’s portfolio. A helpful media partner will also be brought in to deliver a variety of skills to selected markets, as well as a strategic plan for accredited agencies to provide artistic ideas.
The final component will be a common data and technology platform to connect marketing teams to all Coca-Cola groups and agencies. Coca-Cola has appointed WPP as its global marketing network partner, Dentsu as its media support partner, and includes Publicis Groupe and IPG as part of the ‘strategic list’ of agencies.
Read More: marketingweek
