Coca-Cola and WPP: A Bold New Chapter in Global Marketing
The Coca-Cola Company has taken a significant step forward by renewing its global marketing partnership with WPP, securing their collaboration in all markets worldwide except for North America. This announcement comes on the heels of Publicis Groupe winning Coca-Cola’s North America media business, a coveted prize in a highly competitive pitch that wrapped up in March 2025.
A Strong Confirmation from Leadership
In a recent LinkedIn post, Manuel "Manolo" Arroyo, Coca-Cola’s Global Chief Marketing Officer, publicly confirmed this renewed partnership with WPP Open X. He remarked, “We built and scaled Open X, the industry’s first open-source marketing model. We’ve significantly enhanced our capabilities, launched innovative solutions like Studio X, and even experimented with AI to better connect with consumers. This makes us a stronger global network.”
Achievements and Recognition
Coca-Cola’s marketing prowess has not gone unnoticed. In 2024, the brand was honored as the Creative Brand of the Year at the prestigious Cannes Lions festival and recognized by Kantar as the world’s most valuable food and drink brand. These accolades are testaments to Coca-Cola’s effective and visionary marketing strategies.
Open X: The Engine Behind Coca-Cola’s Success
Established in November 2023, Open X was designed to manage Coca-Cola’s nearly $4 billion account. Under the leadership of CEO Laurent Ezekiel, this avant-garde unit oversees creative strategies, media buying, data analytics, and marketing technology for Coca-Cola’s diverse brand portfolio, which includes iconic names like Fanta, Sprite, Costa Coffee, and Innocent.
Expanding Horizons
When WPP clinched the account in 2023, it marked a comprehensive consolidation of Coca-Cola’s advertising efforts, bringing together media, creative, social strategies, and production activities. By its second year, the scope had broadened to include commerce, data analytics, technology, influencer partnerships, and immersive live experiences. Notably, Open X has spearheaded global campaigns, such as the uplifting “It’s Magic When the World Comes Together” for the Paris 2024 Olympic and Paralympic Games, showcasing a collaborative effort with EssenceMediacom for media planning and buying.
Challenges and Resilience
Earlier this year, Campaign reported that Coca-Cola’s media spending in the U.S. and Canada—$785 million and $52 million respectively in 2024—shifted to Publicis Groupe following a structured review led by MediaSense. WPP had previously handled the North American business for a notable four-year stint.
The renewed collaboration with Coca-Cola is particularly timely for WPP, which recently faced a challenging quarter, highlighted by a 0.9% decline in GroupM’s global revenues and a noteworthy 4.4% drop in creative agency earnings. As WPP plans to retire the GroupM brand and transitions toward a unified P&L system, the multi-billion dollar win serves as both a financial lift and a much-needed morale booster among shareholders, employees, and clients.
The Future of Coca-Cola Marketing
Coca-Cola continues to innovate within the marketing realm, focusing more on digital transformation, artificial intelligence, and enhancing the consumer experience. This evolution is vividly illustrated in their refreshed 2024 “Holidays Are Coming” campaign, which aims to resonate even more deeply with audiences.
As the partnership between Coca-Cola and WPP unfolds, stakeholders across the board anticipate greater creativity, innovation, and impactful marketing strategies. Together, they are poised to set new benchmarks in the ever-evolving landscape of global marketing.
For more insights on effective marketing strategies, explore resources from Campaign Asia and Kantar.
