"Coca-Cola North America is excited to scale our efforts in the
social-listening space," said Linda Cronin, Coca-Cola's Integrated
Communications Director. "While we have been conducting social
listening for the past few years, we decided that now is the right
time to step up our investment in the space."
Coca-Cola North America launched the "listening review" earlier this year with the goal of identifying a
consistent format for monitoring social media. "By
consolidating our listening efforts through 360i we are able to
ensure quality and consistency across our entire portfolio of
brands," Ms. Cronin said. "Social listening provides another
important source of information so that we can best understand our
consumers and their interests."
360i won out against a field of 20 agencies from a variety of
disciplines, including MSL Group, MediaVest and Cake. In a few
instances, holding companies made up teams of shops with digital
capabilities, such as PR, social media and media planning/buying to
pitch the business. 360i is already digital agency of record for a
number of Coca-Cola brands, as well as the company's Freestyle vending machine.
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With contributions by Alexandra Bruell