The Coca-Cola Company has named WPP as its global marketing partner.
WPP will be responsible for driving long-term growth for the entire company’s portfolio of brands across more than 200 countries.
Coca-Cola’s new, integrated agency model is part of an “aggressive agenda” to transform and modernise marketing and innovation, it revealed.
“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 Coca-Cola Company global chief marketing officer Manolo Arroyo said.
“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 optimised real-time, at scale, as we learn from consumers.”
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OpenX, the 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.
WPP chief executive Mark Read said: “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.”
“This partnership, integrating our capabilities across content, media, data, production and technology, operating locally and globally, will complement The Coca-Cola Company’s globally networked organisation.”
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