Coca-Cola Drops From 85 Agencies To 35
It seems like such a simple headline, but from personal experience, I know it has an enormous ripple effect for the ones dropped from the roster. Coca-Cola is often the anchor client for many small agencies. They’re the one that pays the bills while you fill in around the edges with smaller (potentially more fulfilling) clients and internal projects.
So translated, this headline could also read 50 small agencies fire ___% of their staff.
It certainly continues the current trend by large brands, who have traditionally worked with large numbers of agencies on retainer, of re-evaluating the model and moving more towards project based work.
