Agencies need skin in the game, says Coke

The brand-agency relationship needs to be rethought in several ways, according to a leading Coca-Cola executive.

A brand’s agency partners should be willing to take risks, be more conscious of waste and have skin in the game, according to Islam ElDessouky, Head of Integrated Marketing Communications at Coca-Cola Middle East.

He was responding to a question...

Not a subscriber?

Schedule your live demo with our team today