Coca-Cola and WPP: A Strategic Partnership Reignited
In an exciting development for the marketing world, The Coca-Cola Company has officially renewed its global marketing partnership with WPP, extending their collaboration across all markets except North America. This announcement follows just two months after rival firm Publicis Groupe captured Coca-Cola’s North American media business, a highly competitive bid that culminated in March 2025.
A Commitment to Innovation
Manuel "Manolo" Arroyo, Coca-Cola’s Global Chief Marketing Officer, took to LinkedIn to share the news that WPP Open X will continue to serve as Coca-Cola’s global marketing network partner. Arroyo highlighted the remarkable strides made since the inception of Open X, stating,
“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.”
Celebrating Creative Success
Coca-Cola’s marketing prowess was recently recognized when it was named Creative Brand of the Year at the prestigious Cannes Lions festival in 2024. Furthermore, Kantar acknowledged Coca-Cola as the world’s most valuable food and drink brand, reaffirming the effectiveness of its marketing strategies.
Manuel "Manolo" Arroyo (left) and Mark Read (right)
The Backbone of Open X
Established in November 2023, Open X was designed specifically for Coca-Cola, managing the vast $4 billion account. Led by Laurent Ezekiel, this innovative unit oversees creative, media, data, and marketing technology for Coca-Cola’s extensive brand portfolio, which includes household names like Fanta, Sprite, Costa Coffee, and Innocent.
Initially winning the account in 2023, WPP consolidated all aspects of media, creative, social, and production. The second year of partnership saw an expanded scope that included commerce, data, technology, influencer marketing, and live experiences. Noteworthy global campaigns spearheaded by Open X include “It’s Magic When the World Comes Together” for the Paris 2024 Olympic and Paralympic Games, with EssenceMediacom handling media planning and buying.
Navigating Challenging Waters
Earlier this year, Campaign reported that Coca-Cola’s U.S. and Canada media spend—approximately $785 million and $52 million respectively in 2024—shifted to Publicis Groupe following a closed review managed by MediaSense. WPP had previously held these lucrative accounts for four years.
The renewal of the partnership with Coca-Cola comes as a significant victory for WPP, especially amidst a tough quarter that featured a 0.9% dip in GroupM’s global revenues and a 4.4% drop in creative agency earnings. This multi-billion dollar contract is not only a financial win but also a critical morale booster for shareholders, employees, and clients alike.
Embracing the Future of Marketing
Coca-Cola is committed to continually evolving its marketing strategies, with a strong focus on digital innovation, AI integration, and enhancing the consumer experience. The upcoming 2024 Holidays Are Coming campaign exemplifies this pioneering approach, ensuring that Coca-Cola retains its position at the forefront of the marketing landscape.
As the partnership with WPP continues to develop, the marketing world watches eagerly to see how Coca-Cola leverages creativity, technology, and consumer engagement to refine its brand narrative.
For more on Coca-Cola’s marketing strategies, visit Campaign Asia and check out the latest trends in digital marketing and advertising innovation.
