Coca-Cola and ANA members rethink agency evaluation

In this article, Geoffrey Precourt, Warc’s U.S. Editor, reports from an Association of National Advertisers’ Agency/Client Forum at New York Advertising Week 2009.

Coca-Cola and ANA members rethink agency evaluation

Geoffrey Precourt

There are only a handful of advertisers with the authority and influence to change the way marketing is practised.

To effect real change, a company needs not just size but the reliability and credibility of history and, ideally, a little moral authority - a combination that evokes leadership not mutiny.

In 2006, the Coca-Cola Co. quietly began investigating a new compensation model that essentially could blow up the commission and fee systems that have supported the agency business for decades. And it was a change so thorough and so radical that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands