Let’s first rewind to December 2020 when Coca-Cola underwent the world’s biggest agency review. It put every single one of its accounts on the market, worth around $4bn. That would impact the likes of UM, MediaCom, Starcom, Carat and Wieden+Kennedy.
Almost a year later, it announced that WPP would be the big winner. It took on media buying for all markets as well as taking on over half of its creative work. The rest would be split amongst McCann, Mercado and Leo Burnett.
Dentsu would be WPP’s “complimentary media partner” particularly in the Far East.
“As we designed our new marketing operating model, it became increasingly clear that simplicity was critical to successfully operating a vast geographical and diversified business network, which also includes our bottling system,” said Manolo Arroyo, Global Chief Marketing Officer for The Coca-Cola Company.
“We were impressed by WPP’s ability to balance what it takes to deliver integrated consumer experiences at a global scale with the agility, speed and data-driven insights that are required to win locally. WPP will bring creative excellence and unparalleled marketing capabilities at a global scale that no other network can deploy.”
Sticking with creative agency, bearing in mind that also in 2021, Facebook reviewed its $750m global media account, as has Dyson, we move to Leeds and Asda.
In January, the supermarket chain revealed it was likely to ditch its “That’s Asda price” tagline, as it replaced AMV BBDO, which had held its creative brief since 2018.
The London agency was also behind its Covid-safe campaign, featuring real-life Asda superfine, Sunny and his family.
By April, it had brought in Havas, with the first campaign going live in September.
In came the new line: “Get the Asda Price Feeling” and a multichannel creative encouraging customers to “jump into Autumn.”
“We wanted to unlock that by treating the store as a stage, vividly bringing the ‘Asda Price Feeling’ to life to help an iconic brand get its mojo back,” explained Vicki Maguire, Chief Creative Officer at Havas London.
“This is shamelessly fun, feel-good advertising, and we’re so excited to see where this creative platform takes us.”
Another major brand starting 2021 by parting with its agency partner, was MoneySuperMarket.
Engine had helped relaunch the online operation with the Get Money Calm messaging.
However, MoneySuperMarket explained that they were seeking a new creative partner to “take the brand in a new direction and meet the changing demands of our customers.”
Out went the calming bull, in flew the MoneySuperMarket Seven as New Commercial Arts also revealed a new logo and brand identity.
“It's a tongue in cheek Bond/Mission Impossible/Ghostbusters mash up. Energetic, fun, loud, and unapologetically direct with its message to tell Britain they can save more money on more things,” said said Ian Heartfield, Creative Founder at New Commercial Arts.
Appropriately On The Beach’s creative shake-up started in the summer, when the Manchester online holiday platform split from Uncommon.
It comes following a particularly difficult time for the travel industry and On The Beach did that it was seeking to move onto “the stage of development” following the Covid-19 pandemic.
Zoe Harris, the company’s recently installed Chief Marketing & Customer Officer led the review which saw the appointment of another London agency, Quiet Storm.
“Quiet Storm’s campaign beautifully brings to life how our customers feel when they go on their beach holiday and - with everything crossed - after a couple of years without one, getting away again next year is going to be even more special.”
So, don’t expect a topless Iggy Pop.