Coca-Cola has renewed its partnership with WPP’s Open X which provides global creative work, plus media outside North America including in Australia via EssenceMediacom.
Publicis Groupe in December took the $US700 million media account for North America from WPP. However, Coca-Cola’s total global ad spend is reported to be more than $4 billion.
Coca-Cola CMO Manuel Arroyo said working with WPP had produced significant results.
“We are living a special moment in marketing at The Coca-Cola Company, and I’m glad to have WPP Open X on our team to help us create the future of marketing,” he said.
“We built and scaled Open X, the industry’s first open-source marketing model.
“We’ve significantly stepped up our capabilities, including scaling innovative solutions like Studio X, experimenting with AI to transform how we connect with consumers and becoming a stronger global network.
“In 2024, Coca-Cola was named Creative Brand of the Year at Cannes Lions and the most valuable global food and drink brand by Kantar.”
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