Campaign Imminent: Coca-Cola taps new agency partners

Update: Coca-Cola recently concluded the review that kicked off late last year; the company selected WPP as its new global marketing network partner. A bespoke team, OpenX, will execute Coke's new integrated agency model, handling end-to-end creative, media, data and marketing technology. Dentsu is now the company's complementary media partner in selected markets, and agencies in the Publicis Groupe and IPG networks are members of an open-source strategic roster that will account for around a third of all marketing work.

Before this review, Coke worked with around 4k agency partners around the world such as Wieden+Kennedy, Anomaly, McCann and UM. Wieden+Kennedy and Anomaly are being considered for the new strategic roster.

Sellers should get in touch soon since new work will likely debut sooner rather than later. Right now, Coke is largely targeting Gen-Z and millennials. It invests in national TV, podcast, digital, paid social, print, OOH, radio and local broadcast. Read more details regarding Coke's recent ad spend in the article below.

Agency & martech readers - I doubt the company will make any additional roster shifts anytime soon; however, you may be able to secure project-based work down the road.

The article below was originally published on November 2:

Coca-Cola recently debuted its first new global platform since 2016, Real Magic, complete with a new logo and packaging. Of course, a campaign launched in support of Real Magic. Sellers should contact soon to secure last-minute ad dollars.

Coke had a rough year; it relies heavily on sports events and restaurants using its products, which they could not really do due to COVID-related closures.

View recent national TV and podcast ad spend, respectively estimated by iSpot and Magellan, for some of Coke's top brands here. 

So far this year, Pathmatics reports the beverage giant has spent roughly $131m on digital ads, already almost triple the roughly $51.5m it spent in all of 2020. Coke's approximate full-year 2020 spend ($51.5m) reached 28% less than that of $71.2m in 2019. It has earned around 15.2b digital impressions YTD via Instagram (42%), Facebook (23%), desktop video (16%), Twitter (10%), desktop display (7%), mobile video (1%) and mobile display (1%) ads.

Coke tends to target Gen-Z and millennials, so sellers able to offer high-ROI strategies among this audience should get in touch. According to Kantar data, the company also invests in print, OOH, radio and local broadcast.

Agency & martech readers - We have not heard of any roster shifts since Coke announced a full review of its worldwide advertising and media agencies with a greater focus on its digital marketing initiatives, so reach out if you haven't yet done so. The review is expected to conclude by the end of this calendar year.