Coca-Cola’s US$4 billion global review signals the company’s plans to completely redesign its agency model to improve the ROI of its marketing investments. Heineken moves media buying and planning to Dentsu and will set up a new creative agency model in partnership with Publicis Groupe. Nestlé is carrying out a major review of its media arrangements in China as it focuses on digital transformation and e-commerce.
Here are some highlights…
- US$4,000m
Creative, Media, Global
Incumbent – Multiple
Participating Agencies – Undisclosed In Review
- US$600m
Creative, Media, Global
Incumbent – Publicis Groupe, Dentsu Red Star, Canvas Worldwide
Participating Agencies – Undisclosed
Le Pub (Publicis),
Dentsu (Global-Media),
Canvas Worldwide (USMedia) – WINNER
- US$600m
Media, China R3 Led Review
Incumbent – GroupM
Participating Agencies – Undisclosed
Dentsu – WINNER
- US$200m
Content Production, Management Account, Global
Incumbent – Undisclosed
Participating Agencies – Undisclosed
MediaMonks, Publicis Groupe – WINNER
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