Gartner Research

Standardized Digital Agency Review Processes (The Coca-Cola Company)

Published: 16 April 2019

ID: G00705616

Analyst(s): Marketing Research Team


The pace of change in agency capabilities and the high uncertainty of value in new digital innovations place a premium on agency evaluation processes. Marketing leaders at Coca-Cola standardized their digital agency review process to control costs, improve work quality and avoid missed opportunities.

Table Of Contents


Solution Highlights


Business Context


Coca-Cola’s iAgency Management Protocols

1. Centralized Collection and Assessment of Inbound Inquiries

2. Standardized Capability Assessment

3. Standardized Scope-of-Work Templates

Implementation Advice


About This Research

Recommended by the Authors

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