WPP has reaffirmed its stronghold over Coca-Cola’s global marketing business, securing a renewed multi-billion-dollar partnership that spans all markets outside North America.

The development came just two months after a competitive pitch that made Coca-Cola’s media account shift from WPP to its rival, Publicis Groupe.

Read here: Coca-Cola’s North America media account moves from WPP to Publicis

WPP’s history with The Coca-Cola Company’s global marketing account began in November 2021. That was when it was named Coca-Cola’s global marketing network partner after a major agency review that started in December 2020. WPP won the pitch against Publicis Groupe.

To manage the account, WPP created a dedicated team called OpenX. This team was built to deliver a new, integrated agency model. It focused on being consumer-centric, removing silos, and using data to drive marketing strategies.

OpenX handles Coca-Cola’s entire portfolio, worth around $4 billion. It manages everything from creative and media to data and marketing technology.

Since 2021, OpenX has overseen more than 200 Coca-Cola brands across five main categories. At first, WPP managed media, creative, social, and production. In the second year, their role grew to include commerce, data, technology, influencer marketing, and live events.

WPP controlled about 90% of Coca-Cola’s global media business. However, in some markets like Japan and Korea, Dentsu was responsible for media operations.

The renewed partnership between Coca-Cola and WPP now covers all regions except North America. Publicis Groupe currently handles Coca-Cola’s media business in that market.

Coca-Cola’s Global Chief Marketing Officer, Manolo Arroyo, confirmed the renewal on LinkedIn. He praised OpenX for building the industry’s first open-source marketing model and for its use of AI and tools like Studio X. He also said OpenX helped Coca-Cola’s global marketing become even stronger.

This renewal comes at a crucial time for WPP. The company recently experienced a difficult quarter, with lower revenues and a decline in creative agency earnings.

The value of the Coca-Cola account is expected to give WPP a strong financial boost. It’s also seen as a morale boost, helping rebuild confidence among employees, shareholders, and clients.

The partnership reflects Coca-Cola’s ongoing shift toward digital innovation, artificial intelligence, and better consumer experiences.

Source: Campaign India