Coca-Cola and ANA members rethink agency evaluation
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...