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Agencies will be thirsty for Coke business in 2021 Viewing Coca-Cola’s statement about its desire ‘to dramatically improve the effectiveness and efficiency of its marketing investments’ as just a cost-cutting measure is misguided. Winning one of the biggest reviews of 2021 will not only be a matter of price – it may have a lot to do with data, say analysts. Here’s why. The Coca-Cola Company’s decision to launch a global media and creative agency review ensures that it will be one of the agency world’s largest prizes in the New Year. With $4.2bn of global ad spend at stake, the competition will be lining up to impress the decision makers at its Atlanta headquarters. But what will it take to win?

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