The pitch -- which internally Coca-Cola is calling a "listening
review" -- encompasses social-media monitoring across
billion-dollar brands such as Coke, Diet Coke, Coke Zero, Sprite,
Minute Maid, Powerade, Vitaminwater and Dasani.
Kerry Tressler, a Coca-Cola spokeswoman, said some 20 agencies
have been involved in the selection process. She noted the company
is looking to select a single agency and expects the decision will
be made "fairly quickly." She also said that roster shop 360i is among the agencies
participating in the process.
New York-based 360i is the digital agency of record for a number
of Coca-Cola brands, as well as the company's Freestyle vending machine. Executives familiar
with the review said that the agencies are from a variety of
disciplines. In a few instances, holding companies are making teams
of shops with digital capabilities, such as PR, social media and
"[Our goal is ] to identify a consistent agency and format for
conducting social-media monitoring," Ms. Tressler said. "[We want]
to yield the most information about what consumers are saying about
our brands, so we know what they are looking for."
Some executives familiar with the new objective said it could
resemble Gatorade's "Mission Control." When it launched last year,
Gatorade devoted an actual space, complete with
monitoring screens and tools, to its social-media engagement and
feedback cause. That space also served as the subject of a
mainstream marketing story.
However, Ms. Tressler said she wouldn't compare Coca-Cola's
effort to what Gatorade has done with Mission Control. Coca-Cola's
effort, she said, is purely about mining information and won't
entail a physical space.
Contributing: Kunur Patel