Anant’s blog: Lessons from Coke and RComm

Two huge developments in the last week; the Coca Cola account moving to Lodestar UM and the Reliance Communications account moving to Grey. As in movements such as these, you have big winners and big losers. The winners will, undoubtedly, rejoice. The losers will not. While the winners will not care too much about why, precisely, they were awarded the account, the losers will. Which is the point of this post. Increasingly, we see more and more brands calling for ‘reviews’, which is a shitty euphemism for pitches.