Brand News

Coca-Cola names WPP global marketing network partner, launches new marketing model

 

 

In line with its new integrated agency model, the Coca-Cola Company has named WPP as its global marketing network partner following an intense 11-month review which also included pitches from ad giants Dentsu, Interpublic, and Accenture Interactive.

 

Coca-Cola also announced Dentsu as its complementary media partner.

 

WPP, world’s largest advertising company, will be charged with overseeing end-to-end marketing solutions across Coca-Cola’s entire beverage portfolio, which includes some 200 brands including sodas such as Coke and Sprite, as well as sports drinks, juices, coffee, tea and plant-based drinks. The company will form a bespoke team called OpenX to handle the account

 

Manolo Arroyo, Coca-Cola’s global chief marketing officer said: “I am delighted to be partnering with WPP as we accelerate our marketing transformation. We were impressed by WPP’s ability to balance what it takes to deliver integrated consumer experiences at a global scale with the agility, speed and data-driven insights that are required to win locally. WPP will bring creative excellence and unparalleled marketing capabilities at a global scale that no other network can deploy.”

 

CEO, WPP, Mark read said: “We are delighted to be appointed as The Coca-Cola Company’s global marketing network partner, a catalyst for its transformation and growth, and to bring the outstanding creativity, data-rich insights and media expertise needed to create connected consumer experiences.”

 

“This partnership, integrating our capabilities across content, media, data, production and technology, operating locally and globally, will complement The Coca-Cola Company’s globally networked organization. It’s unparalleled in our industry in terms of breadth and depth of capabilities, and reflects WPP’s scale and reach around the world.”

 

According to the Coca-Cola Company, the new marketing model is about seamless integration of the power of big, bold ideas and creativity within experiences, amplified by media and data.

 

Arroyo added: “It will enable us to create end-to end experiences that are grounded in data-rich insights and optimized real-time, at scale, as we learn from.

 

 

 

 

 

 

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button