Client Objectives
Coca-Cola wanted to optimize their investments as long-standing corporate sponsors of the Olympics and World Cup. They wanted to develop a competitive marketing advantage over other advertisers by leveraging the best creative thinking from their agency partners.

R3 helped Coca-Cola “start their own agency” – the Red Lounge – tapping into the best creative, media, digital, outdoor, and promotions talent available. Coca-Cola saw its sponsorship approach deliver dramatic positive impact on its business and brand equity.


Setting KPIs – Review KPIs across multiple levels, including real estate and investment, using our unique insight into the awareness and impact of investment.

Integration – Provide integration consulting and leadership, and acting as a fulcrum for Coca-Cola and all agencies through the process.

Agency Model – Advise Coca-Cola on the build of an in-house agency, taking talent from five agencies and four different holding companies.