Coca-Cola to double media spend with diverse agencies

Coca-Cola North America’s media spending with companies owned by people from under-represented groups is five times the amount it spent last year, and the company plans to nearly double this amount through 2024. “Following a thorough analysis of our marketing spend, we recognized we could do more to support an equitable media landscape by creating growth opportunities for minority-owned and led outlets,” said Melanie Boulden, chief marketing officer at Coca-Cola North America.