Between the Lines: Coke fishes in shallow pond

Good luck to Coca-Cola in its search for a global digital agency (page 1).

Its decision follows GlaxoSmithKline's move to appoint a roster of global agencies to handle its digital account (Campaign, 22 July ).

The problem faced by clients looking for a global digital agency is that the pool of companies with truly international credentials is a shallow one indeed - three of the six shortlisted by Coca-Cola, for example, are principally US-based. But demand, and budgets, are growing - and ad networks looking to build digital capabilities are no doubt taking note.


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