Speed, trust and inspiration: How the client-agency relationship is evolving

The pandemic is changing the ways in which clients and agencies work together.

Earlier this year, the Coca-Cola Company did something quite surprising: the soda giant announced it would hit the pause button on commercial advertising in the Philippines, and re-channel US$3m (₱150m) towards supporting COVID-19 relief efforts.

“We decided to go almost all blank, like a blackout,” said Pratik Thakar, Coca-Cola’s head of integrated marketing communications for ASEAN at the Can Do Festival, an event hosted by The Drum.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands