This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →Coca-Cola’s $4 billion media and data account, soon to be reviewed by the soda-maker, is set to be one of the biggest prizes contested by media agencies this year.It’s not just about the media spend, though. In the pitch room later this year, top execs at incumbent WPP and bête noir Publicis Groupe will be contending to prove they’re equipped not only to provide the most effective data infrastructure, but that they’re the best candidates to crew Coca-Cola’s advertising machine.
That machine’s current output — the sponsorship activations, creator marketing activity and big ticket campaigns — can tell us what Coke’s priorities are in the present, and the future.
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The big-picture view finds the beverage company riding high. Coca-Cola’s first quarter net revenue grew 12% year on year to $12.5 billion. The company’s CEO Henrique Gnani Braun told analysts during its most recent earnings call he’s focused upon “improving performance across all dimensions of our strategic growth flywheel to recruit consumers and drive balanced long-term growth.”
