MERCADEO Versión en español
UM becomes Coca-Cola’s lead media agency in North America
Manuela Walfenzao| 3 de agosto de 2015
After a rigorous agency review process, Coca-Cola North America has selected UM as its lead media agency for North America. According to a statement released by the company: “At the end of a rigorous ten-week process, Coca-Cola North America has decided to invite UM to be our lead agency for all of our media planning, buying and media analytics. They will also be the primary partner for devising the most innovative and business driving connections strategies.” Coca-Cola is changing its media strategy, embracing a “hybrid approach” that will include handing some media strategy assignments to other shops, including creative shop Ogilvy. Ogilvy’s involvement is evidence of an increasing desire by marketers to more closely align creative and media strategies. Spark SMG will also be considered for some work. “With this model we believe we’re best positioned with all the talent, the tools, the technologies and the thinking to suit our strongest and innovative ambitions,” the company statement added. Coca-Cola invested more than US$406 million on media in the U.S. last year, according to Kantar Media. In spite that the company has implemented a global cost-cutting program, spending is accelerating this year because some savings have been poured into media. MediaVest and MediaCom remain on Coca-Cola’s global media agency roster, along with Carat/Dentsu.
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