Coke Says Agency Roster Cut by Half

http://adage.com/article?article_id=134595
During the company's fourth-quarter earnings call, CEO Muhtar Kent said the marketer has slashed its agency roster by more than half. "We have consolidated our agencies," he said. "Agency numbers have gone down by more than half, and I think we have driven a lot of efficiencies in our marketing, our market research costs, in our marketing over the past 12 months."