Dentsu Holdings USA’s 360i will handle social-media monitoring for all of Coca-Cola’s North American brands, first charged with formulating a process for keeping track of what consumers are saying across Twitter, Facebook blogs and other channels, and then reporting insights on how to improve marketing and consumer sentiment. Brands in the mix include Coke, Diet Coke, Coke Zero, Sprite, Minute Maid, Powerade, Vitamin water and Dasani.
AdAge reported Coca Cola launched a “listening” review earlier this year. 360i was the winner amongst 20 competing agencies including MSL Group, MediaVest and Cake. 360i is already the digital AOR for a number of Coca-Cola brands.