Hatch Design | Agency Profile, Contacts, AOR, Client Relationships

• Boulden joined the beverages giant in January 2021 as CMO.
• She's now the EVP and CGO at Tyson Foods.
• The company will likely:
  • Need additional marketing support in the absence of a CMO
  • Shift its strategy
  • Return to heavier ad spend
  • Seek new agency partners, especially once it finds a new CMO
• Target demographic: 
  • Gen-Z and millennials with a male skew
  • Its print media targets both Spanish- and English-speaking audiences.

Additional recent leadership shifts:

• Coca-Cola's team has grown in 2022 with the hires of NA design and creative production head Fe Amarante (February), senior strategy and integration director Daniel Dao (February), global innovation and emerging category marketing director Nicole Pellecchia (April), and creative strategy group director Luke Perkins (November).

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • View recent national TV commercial spend for top brands  
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Coca-Cola has spent approximately $138m on digital ads.
  • YTD data: The company has earned around 16.6b digital impressions YTD via Instagram (36%), Facebook (25%), desktop video (17%), Twitter (15%), desktop display (5%), and mobile display (2%) ads.
    • Top site destinations for this year's desktop video ads have included youtube.com (77%), Twitch, espn.com, cookinglight.com, and myrecipes.com.
  • Last year: In 2021, Coca-Cola spent roughly $188.9m on this channel, about 3x the roughly $62.3m spent in 2020.
• Additional channel insights  
  • Coca-Cola invests in OOH, radio, print (both English and Spanish), and local broadcast.
  • The company utilizes sports marketing sponsorships, influencer partnerships, and experiential activations.
  • It sponsors podcasts such as Today, Explained, Armstrong & Getty, Stuff They Don't Want You To Know, Adam Carolla Show, and The Herd with Colin Cowherd.

• Opportunity: Reach out soon to make sure you remain top-of-mind in case Coca-Cola conducts agency reviews after tapping a new CMO.
• Current agency roster:
  • : Creative, digital, and PR AOR
  • : Creative, digital, and social AOR
  • : Creative and experiential AOR
  • : Creative AOR
  • : Creative AOR
  • : Media AOR
  • : Media planning AOR
  • : Media digital media AOR
  • : Digital and social AOR
  • : AOR
  • : Multicultural agency partner
  • : Creative, digital, and social agency partner
  • : Creative agency partner
  • : Creative agency partner
  • : Creative agency partner

Insight Sources: Broadcast insights estimated by Podchaser.