Coca-Cola has started talks with direct marketing agencies as part of plans to appoint a business to handle a new digital CRM brief across the whole of Northern Europe.
The move coincides with a shake-up of the company’s loyalty scheme, Coke Zone, which is in the process of being redeveloped.
According to vice-president of global connections Ivan Pollard, Coke Zone will still provide experiences, events and promotions, built around the Coke Studio and its social engagement platform.
However, members will no longer be able to collect points from Coke, Diet Coke and Coke Zero packs to later redeem for rewards and prize draws from October 16 2013.
This move forms part of Coca-Cola’s overall data strategy which will see it work towards having unified customer profiles across all its brands.
A number of UK agencies already work on the Coke business, including Mars London and Iris Worldwide, which worked on the My Coke Rewards Programme. The review is not thought to affect the Coca-Cola roster.
It is reported that a number of UK agencies have responded to a request for information (RFI ) about the brief, which will cover, among others, the UK, Ireland, Denmark, the Netherlands, Sweden, Finland, Norway, Belgium, France and Luxembourg.
A spokeswoman for Coca-Cola said: “On occasion, as our business evolves, we review our ongoing capabilities and agency requirements. We cannot provide any further detail around our pitch processes.”
