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Coke marketer: Ad industry still 3-5 years away from offering us what we want

Jesus Ferreira being interviewed at Ad Summit Pilipinas

Jesus Ferreira being interviewed at Ad Summit Pilipinas this afternoon

A senior Coke marketer has suggested that ad agency consolidation can’t come soon enough as the business goes through a period of dramatic change.

Talking to Mumbrella at the Ad Summit Pilipinas event in Subic this afternoon, Jesus Ferreira, integrated marketing communications director for Coca-Cola Philippines, was asked what he made of changes currently underway, including a huge restructure at Publicis Groupe, the media piece to which was announced earlier today.

“What agencies are trying to do is to get more integrated,” he said. “They’re trying to bring all these groups together and develop cross functional capabilities, in one stop.”

Ferreira, who has worked for Coke in Thailand as well as Mexico in his career, said that agency consolidation presented advertisers like Coke with “a lot of opportunity” in terms of greater efficiencies, productivity and speed to market. “That’s much better than dealing with lots of different types of agencies,” he said.

“What we’re trying to do now – because the capability is not there yet – is to ensure that we have the right talent in a specific area of expertise,” he said.

CokeAt the start of this year, Coke appointed a club of WPP agencies in different markets, among them Ogilvy New York, Spain’s SRA Rushmore and Santo in Buenos Aires, to produce the new global campaign “Taste the Feeling”.

“We want a connections agency that is an expert at connections. We want a content agency that is expert at content. We don’t want a content agency doing connections,” he said.

“Ideally, we’ll get there,” he said, clarifying that he meant a level of agency consolidation that suited clients. “But I don’t think it’ll happen in the next three to five years. But let’s see.”

Coke, he said, wanted a one-stop agency offering a complete range of services, including media, content and shopper, in one place.

Consolidation is “the ideal world” for clients such as Coke, Ferreira said.

“Let’s see how long they’re going to take,” he said.

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