Businesses up for review

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…

1. US$4,000m
   Creative, Media, Global
   Incumbent – Multiple
   Participating Agencies – Undisclosed In Review

2. 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

3. US$600m
   Media, China R3 Led Review
   Incumbent – GroupM
   Participating Agencies – Undisclosed
   Dentsu – WINNER

4. US$200m
   Content Production, Management Account, Global
   Incumbent – Undisclosed
   Participating Agencies – Undisclosed
   MediaMonks, Publicis Groupe – WINNER