WPP has successfully retained its global marketing mandate for The Coca-Cola Company, reaffirming the strength of its dedicated unit, OpenX. Originally established in November 2021 specifically for Coca-Cola, OpenX will continue to manage the brand’s global marketing efforts – excluding the North American market.
The renewal of this high-profile partnership was confirmed by Manuel Arroyo, Coca-Cola’s Global Chief Marketing Officer, in a LinkedIn post. Arroyo highlighted the continued trust in WPP’s capabilities to deliver strategic creative and media solutions across key international markets.
OpenX, a bespoke WPP offering tailored to meet Coca-Cola’s global needs, first won the consolidated account in 2021. Since then, it has been at the helm of Coca-Cola’s creative output and media strategies across several regions worldwide.
Julianna Richter, Chief Communications and Marketing Officer at WPP OpenX, also acknowledged the renewal in her own LinkedIn update, expressing enthusiasm about the ongoing collaboration and the journey ahead.
The partnership reflects Coca Cola’s commitment to a unified global marketing approach while reinforcing WPP’s position as a leading force in integrated brand communications.
