The multinational beverage corporation Coca-Cola Company named WPP as Global Marketing Network Partner. WPP will play a major role in executing a new marketing model that is built to drive long-term growth for the entire company’s portfolio of brands across more than 200 countries and territories.
OpenX, the bespoke WPP team, will provide end-to-end capabilities across creative, media and data to serve as the Global Marketing Network Partner for Coca-Cola’s brands. The new integrated agency model of Coca-Cola is part of an aggressive agenda to transform and modernize marketing and innovation as key drivers of the company’s profitable growth. The implementation of the new marketing model will begin immediately.
Speaking about the new agency model Manolo Arroyo, Global Chief Marketing Officer, The Coca-Cola Company said, “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. The model is about the 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.”
The new agency model has four components:
- A Global Marketing Network Partner to manage end-to-end creative, media, data and marketing technology, across the whole portfolio.
- A Complementary Media Partner to bring differentiated capabilities in select markets.
- A Strategic Roster of approved agencies to provide access to the best creative minds, regardless of their location or affiliation.
- A common data and technology platform that connects marketing teams of five global categories, nine operating units, Global Ventures and Platform Services to the Global Marketing Network Partner, Complementary Media Partner and Strategic Roster.
“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,” said Mark Read, CEO, WPP.
The company also announced that Dentsu has been named Complementary Media Partner in selected markets where they bring distinctive strengths.
Publicis Groupe and IPG both performed very strongly during the review process, demonstrating leading-edge capabilities, innovative ideas and impressive talent. Various agencies from both networks have been selected for Coca-Cola’s Strategic Roster and will play key roles in the open-source model, which is expected to account for one-third of all marketing work.
“I want to particularly recognize the work performed by the other finalist, Publicis Groupe. Publicis demonstrated being a phenomenal agency with a bold vision that challenged our thinking, making it one of our most challenging business decisions we have confronted, given its world-class capabilities,” Arroyo said. “Agencies like Publicis and Leo Burnett blend creativity with data and technology, and I’m excited to work with them as part of our strategic roster.”
“IPG has consistently demonstrated a passion for Coca-Cola brands and delivered some of our most important work around the world. Their agencies like McCann and Mercado will continue to be key partners for the company,” Arroyo added.