The review, which covers all Coca-Cola brands, was whittled down from six to three agencies after a first round of credentials presentations. Coke confirmed that the incumbent, Interpublic’s Initiative, will defend the business in a final round involving WPP’s MediaCom and Publicis Groupe’s Starcom. Most other agencies, including Universal McCann, were ruled out of contention because of conflict with regional business.
The process will be concluded in three months and the finalists will present on the first week of July. They will be evaluated based on consumer insights, strategic thinking, negotiations, innovation and systems and processes, confirmed Coca-Cola Asia Pacific’s international media director, Gavin Mehrotra.
The process will be concluded in three months and the finalists will present on the first week of July. They will be evaluated based on consumer insights, strategic thinking, negotiations, innovation and systems and processes, confirmed Coca-Cola Asia Pacific’s international media director, Gavin Mehrotra.
