Comments on: Coca-Cola and Connections

By: Lata Subramanian

Lata Subramanian — Wed, 10 Jun 2015 01:51:35 +0000

This day has been coming for a long time. The fragmentation of the marketing communications industry has been causing orchestration difficulties for marketers plus making the whole exercise more expensive in the ultimate analysis – in strategic, execution mistakes and actual financial outgo

By: Brian Jacobs

Brian Jacobs — Wed, 03 Jun 2015 16:57:42 +0000

Thanks all.
Maarten – I think there’s more to this flurry of pitches than ‘just’ a dive to the bottom. After all, if price was all then why are Coke looking at Ogilvy at all? I’m sure MediaCom would do the strat planning for ‘nothing’.
And many of the others are hardly cut-price merchants. Procter has always paid fairly; UL too. And VW I know are similarly inclined. I suspect that something else is going on.
We’ll just have to wait and watch.

By: Bob Hoffman

Bob Hoffman — Wed, 03 Jun 2015 13:54:44 +0000

A clear and intelligent analysis, as always.

By: Maarten Albarda

Maarten Albarda — Wed, 03 Jun 2015 12:01:54 +0000

I think it is a surprising and interesting inclusion. I do not think other advertisers will immediately follow as (a) many are not in pitches for strategy but for procurement driven race-to-the-bottom motivations, and/or (b) they will sit on the fence and smirk when, in the end, Mediacom wins it.

By: Jeffrey merrihue

Jeffrey merrihue — Wed, 03 Jun 2015 12:00:33 +0000

Very well written.