Coca-Cola is currently conducting an evaluation of leading media agency service companies’ ability to provide integrated communication planning, media execution, and strategic analysis, media tracking capability for the company’s entire portfolio of beverages within Mainland China.
“This review responds, not to a gap in the performance of Coca-Cola China’s current partners, but to (the company's) need to continuously re-evaluate the fit between their needs and the marketplace capabilities, given the rapid changes in both the consumer landscape and their business,” a source close to the client said.
The review will be led by Gavin Mehrotra , director of international media at the Coca-Cola Company working with an internal review team.
Reported in April, Coca-Cola has launched a global integrated marketing campaign, which played on the brand's heritage and marked its 125th anniversary this year.
In late April, Stephen Drummon, Y&R China's chief strategic officer of over three years, resigned to take up a regional creative excellence director role at Coca-Cola.
