WPP is the big winner in Coca-Cola Co.’s massive agency review, beating out Publicis Groupe in the final round of lengthy pitch for the beverage giant’s creative, media, data and marketing technology business spanning more than 200 countries.
The holding company will form a bespoke team called OpenX to handle the account, assuming a role Coca-Cola describes as “global marketing network partner.” WPP is 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.
“Consumers respond to an entire experience—they don’t separate the message from the medium—and that’s why we’ve designed an agency model to be truly consumer-centric and silo-free,” Manolo Arroyo, Coca-Cola’s global chief marketing officer, said in a statement. “This model is about seamless integration of the power of big, bold ideas and creativity within experiences, amplified by media and data. 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 consumers.”