Coca-Cola Demands Deeper Integration as it Seeks New Agency Partner

Coca-Cola is seeking a new agency partner to handle its $4 billion global media, data, and tech account. The North America portion of the account is also up for grabs in a separate pitch.

Manolo Arroyo, Coca-Cola's chief marketing and customer commercial officer, revealed what traits he expects from his next agency partner at ADWEEK's annual Brandweek conference.

'We've had a phenomenal rise over the last five years with WPP,' said Arroyo. 'The next level for Coca-Cola would require deeper integration with creators and influencers, retail media, and very strong capabilities around tying investment to sales.'

Arroyo emphasized that he wants his agency partner to have expertise in connecting content creators, live experiences, and retail experiences to drive actual consumption and sales.