Coca-Cola NZ agency review

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ATLANTA, GEORGIA, Today: Coca-Cola’s global & local ad agency rosters – media & creative – are about to undergo a worldwide review that could lead to changes and consolidation in New Zealand.

The agencies likely to be affected in this country are Stanley St (creative), UM Sydney (media), Campbell+Co Auckland (PR) and Farrimond Auckland (promotions).

A Coca-Cola spokesperson told a press conference in the US yesterday: “By improving our processes, eliminating duplication and optimising spend, we will generate significant savings to fuel reinvestment in our brands.

“Media and creative agency services require significant investment from our brands. They are also a crucial component of our ongoing digital transformation journey to drive our business.

“Coke spends US$4 billion on media globally. The Coca-Cola South Pacific media account is worth A$20 million.”

“With that in mind, we have decided to undergo a complete redesign of our media and creative agency models in an effort to align the strategic, operational, and commercial needs of our new, networked organisation.”

The review is expected to be completed by the end of 2021.

Coca-Cola spends US$4 billion on media globally. Coca-Cola South Pacific spends at least A$20 million.

The creative services under review include creative, production management, shopper, and experiential marketing.

The NZ response?
In NZ the creative account is believed to be serviced by Stanley St (and before that, Ogilvy). IPG Mediabrands’ UM Sydney retained the South Pacific media account after an agency review last year.

M+AD has contacted Coca-Cola and Stanley St for comment.

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