18/06/2026
Coca-Cola’s latest agency review looks like another big holding company pitch.
But it also says something bigger about where marketing is heading.
The real competition is starting to move behind the campaign: into data, technology, AI workflows, consumer signals and the systems brands rely on to make better decisions.
In this issue of H. Insight, we look at why agency groups are trying to become platforms, why AI is changing the production layer, and why generic “full-service” marketing may become harder to defend.
The question is no longer just who can make the best campaign.
It is who controls the system that makes the next campaign smarter.
Read the full newsletter in the comments.
