The Coca-Cola Company has completed its global marketing review, refining its Coca-Cola marketing strategy to support growth and stronger consumer connections. The company will combine data, technology, and artificial intelligence to strengthen its global marketing operations.
The following are the confirmed agencies for Coca-Cola after the review. The WPP Open X is responsible for all media operations apart from North America, Japan, and South Korea. On the other hand, Omnicom will be responsible for North American media operations. Finally, Dentsu will still be handling media in Japan and South Korea.
Additionally, WPP Open X will continue as Coca-Cola’s global creative partner. Its creative responsibilities were not part of the current review.
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer at The Coca-Cola Company, explained the purpose behind the decision.
“We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape,” said Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company. “The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies.”
He added that the outcome strengthens the company’s global marketing ecosystem. It also supports growth through deeper consumer insights, greater agility, and responsible technology adoption.
WPP and Omnicom Support Coca-Cola’s Marketing Transformation
Following the creation of Open X by Coca-Cola in 2021, WPP has been responsible for upgrading its marketing process in more than 200 nations. In the process of reviewing WPP, WPP has shown off its competencies with media, technology, and data. In addition to that, Arroyo mentioned the Open Intelligence Data Solution offered by WPP, which was an upgrade from their FIFA World Cup 2026 activation.
Moreover, WPP would continue investing in creator marketing, media, and marketing. Other competencies offered by the company are Systems of Influence, commerce, and retail media. The WPP Open platform connects data, technology, and artificial intelligence capabilities in one global ecosystem.
In contrast, the choice of Omnicom for Coca-Cola is a manifestation of how the beverage giant pays attention to specific market requirements. In North America, the company will combine media, data, CRM, loyalty, and creators. WPP StudioX is also part of the plan.
This approach aims to move marketing beyond individual channels. Instead, Coca-Cola plans to develop more connected consumer experiences and accelerate its North American marketing transformation.
Arroyo emphasized the importance of combining talent with effective agency partnerships.
Since the creation of Open X in 2021, WPP has played a central role in helping Coca-Cola modernize its marketing approach across more than 200 countries and territories. “WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities,” Arroyo said. “Their data solution Open Intelligence builds on proven results from our FIFA World Cup 2026 activation across the world.”
Ultimately, Coca-Cola expects its combination of global scale, local expertise, innovation, and collaboration to strengthen consumer relationships. Through the modified marketing strategy of Coca-Cola, the company will be able to cope with changes in consumer demands and marketing technologies.
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News Source: Businesswire.com
