Coke says agencies need skin in the game

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A brand’s agency partners should be willing to take risks and have skin in the game, according to Coca-Cola’s head of integrated marketing communications in the Middle East.

Islam ElDessouky, speaking at a breakfast event during Dubai Lynx, promoted the sense of partnership that should exist between an advertiser and its agency.

“It can’t be a master and slave relationship,” he said. “It should be one where you see both success and failure, where the partnerships become stronger on our roster.” 

“When your client sees you taking risks for them, they believe in you more,” he said. “Coke is a big client to lose; it’s a big deal if your agency gets fired from Coke.”

  • Sourced from UK-based global comms site Warc here

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