Coca-Cola Picks Omnicom, AB InBev Bets on Creative Effectiveness

Coca-Cola just restructured its global media model, AB InBev is treating creative effectiveness like a sales figure, and Danone's recycling climbdown in Europe is a warning shot for every FMCG brand on the continent. In this episode: Coca-Cola has awarded its North American media account to Omnicom while WPP retains the global remit, as part of a broader shift away from traditional advertising toward experience-led brand building. AB InBev Global CMO Marcel Marcondes argued at ANA Masters of Marketing that the company must evolve from buying ad space to creating experiences, and is embedding creative effectiveness as a measurable business metric internally. Danone has agreed to modify recycling claims on its plastic bottles across Europe, following identical commitments from Coca-Cola and Nestlé under coordinated EU regulatory pressure on green claims. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily