The Coca-Cola Company will launch a major global agency review in July to evaluate its media, data, and technology partnerships. The process excludes North America, Japan, and Korea. A final decision is expected by the fall.
Major holding companies including Publicis Groupe and WPP will compete for the business. This review signals a strategic shift toward a digital-first marketing approach.
President and CFO John Murphy detailed the strategy at the DBAccess Global Consumer Conference. The company aims to match its first-party data with information from bottling and agency partners.
This initiative seeks to evolve Coca-Cola’s marketing operating system through integrated technology. The strategy focuses on leveraging proprietary data stacks to improve consumer reach and drive future growth.