By Kenneth Hein

Viewing Coca-Cola’s statement about its desire ‘to dramatically improve the effectiveness and efficiency of its marketing investments’ as just a cost-cutting measure is misguided. Winning of one of biggest reviews of 2021 will not simply be a matter of cost, but may just come down to data, per experts. Here’s why.

The Coca-Cola Company’s decision to launch a global media and creative agency review ensures that it will be one of the agency world’s largest prizes in the New Year. With $4.2bn of global ad spend at stake, the competition will be lining up to impress the decision makers at its Read full story ›

Source: The Drum