How to read an agency account review

What did WPP win in Coca-Cola’s 2021 global marketing review? WPP reported that Coca-Cola appointed it Global Marketing Network Partner. The scope of the work matters just as much as the title.

Has an agency actually won the business?

A review opens a competition. A shortlist identifies agencies still in contention. An appointment names the winner. For an award, record the advertiser, the winning agency or network, the date, the markets and the work awarded. Use the source’s description of the work to establish the remit.

Which Coca-Cola work did WPP win?

WPP’s 2021 annual report says the appointment covered nearly all of Coca-Cola’s media work worldwide and a large majority of its creative work. WPP also described responsibilities in production, data, technology, public relations and social media. Coca-Cola also named Dentsu as a media partner in selected markets. That explains why it would be inaccurate to say WPP won every Coca-Cola account.

What can you cite?

Attribute the award to WPP’s account of the 2021 review, and keep the media and creative remits distinct. The passage gives no agency fee. Media billings describe spending handled for a client and cannot establish the fee earned by the agency.

Read the WPP Annual Report 2021 (PDF via WikiRate, printed page 29). The Coca-Cola case study names WPP’s role and describes the media and creative remit.

For the advertiser’s account, read Coca-Cola’s appointment announcement of 8 November 2021. It names both partners and explains how Coca-Cola intended to work with them.