Coca-Cola calls for global media & creative pitch

The account is pegged at $4 billion.

NEW DELHI: Coca-Cola has called for a global media & creative pitch. The company, which spends about $4 billion on media globally, is going for a full-scale review of its overall media planning and buying services. 

The creative review includes creative, experiential marketing, production management and shopper marketing. The brand intends to transform and improve the effectiveness and efficiency of ITS marketing investments. It further aims to improve its processes, eliminate duplication and optimise spends to generate significant savings to fuel reinvestment in its brands. 

Media reports suggest that Coca-Cola is working with MediaSense on the media review process, while PricewaterhouseCoopers is overseeing the brand’s creative review. Incumbent media agencies will also participate in the review. These agencies include Dentsu media agency Carat, Group M’s MediaCom, IPG Mediagroup’s UM and Publicis media agency Starcom. 

Coca-Cola spends around $2.5 billion globally on media per year, according to data consultancy COMvergence, including $1.8 billion on traditional media and $700 million on digital media. It’s unclear how the changes to Coca-Cola’s model could impact its spending. 

The brand is planning for a complete redesign of its agency models to align the strategic, operational, and commercial needs. It expects to complete the review by 2021. 

The agency review follows an October announcement that the company plans to eliminate 200 brands from its roster, including Tab, Zico and Odwalla, cutting its portfolio in half. 

In India, the brand works with McCann on the creative front and released a campaign featuring Ranbir Kapoor and Paresh Rawal ahead of Diwali.

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