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.
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