Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to manage their business in Colombia, Ecuador and Venezuela while expanding the relationship in nine additional markets including Costa Rica, Panama, Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying while transforming and accelerating Coca-Cola’s business growth regionally.
Starcom will service the business through a data-driven model as well as other customized tools for the brand and market. There will be a regional hub in Colombia dedicated to centralizing all planning, integration and digital transformation. In addition, each local market will have a team that specializes in data, analytics and digital transformation.
This expansion will continue to strengthen a global relationship that has existed for almost 25 years.
“In today’s challenging business environment, we are certain that our offer will deliver on Coca-Cola’s objectives, putting the brand at the center and aligning creativity, data and technology through our tools and operating platform,” said Monica Gadsby, CEO Publicis Groupe Latin America.