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Coca-Cola Centralises Social Media Marketing
By: The Drum
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Why is one of the world’s biggest advertisers Coca-Cola centralising its social media marketing? It’s less a shift in the traditional agency model and more a course correction to how things should function as brands reach social media maturity.

Having multiple agencies run different accounts independent of one another was expensive for the brand but didn’t result in a big difference to its business. Flat sales across its homeland this year are testament to that and so the company felt it needed to move its social media to a much lower cost base with high productivity benefits.

That shift created the North American Social Centre, a real-time newsroom to manage social media marketing for all the Coca-Cola trademarked brands (think Diet Coke, Fanta and Sprite). Staffed by 55 people, including marketers from Coca-Cola North America alongside executives from agencies Possible, Havas and Publicis-owned Moxie, they are focused on listening and analytics, content strategy, creation and publishing, community management, marketing science, legal and media buying.

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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