Coca-Cola’s $4 Billion Review Signals Drive for Efficiency
Dec, 2020
A dynamic consumer environment is driving marketers to put Creative and Media accounts in review. Coca-Cola’s $4 billion global review signals the company’s plans to completely redesign its agency model to improve the ROI of its marketing investments. Heineken moves media buying and planning to Dentsu and will set up a new creative agency model in partnership with Publicis Groupe. Nestlé is carrying out a major review of its media arrangements in China as it focuses on digital transformation and e-commerce.