Coca-Cola Company has named WPP as their Global Marketing Network Partner on Monday. The news of this association hasn’t gone well with the rival Pepsico, as WPP is handling Pepsico’s business in markets like India.
According to media reports, Pepsico is awaiting clarification on the new development.
Pepsico and Coca-Cola are two major advertisers in the country. According to financial reporting, PepsiCo has been devoting between 2.3 and three billion U.S. dollars to advertising and promotion of its products annually. Over the last six years, Coca-Cola has spent an average of 4 billion dollars a year on advertising worldwide
As the Global Marketing Network Partner WPP will play a major role in Coca-Cola, 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.