Coca-Cola Appoints WPP Global Marketing Partner

The appointment of WPP as a partner in the Coca-Cola Company’s global marketing network is a big win for the agency’s governing group, which will handle most of the work for one of the world’s largest advertisers. While the giant CPG’s advertising spending has dropped from $4.25 billion in 2019 to $2.78 billion in 2020 due to the pandemic, the company has returned to pre-pandemic spending levels earlier this year.

Coca-Cola says its partnership with WPP is “unprecedented” in size and scope for its company and the industry in general. The integrated agency model in which WPP will deploy custom OpenX is designed to be consumer-centric and silo-free, with a focus on data-driven marketing, said Global Marketing Director Manolo Arroyo in the press release. Coca-Cola will also use a common data and technology platform connecting marketing teams across all categories and business units to those of its partner agencies.

“This model aims to seamlessly integrate the power of big, bold ideas and creativity with experiences driven by media and data. It allows us to create end-to-end experiences based on data-rich insights and optimized realities that we’ve learned from consumers,” said Arroyo.

The CMO highlighted WPP’s ability to deliver a global consumer experience with agility, speed, and information based on locally necessary data as reasons for its appointment. WPP’s geographic reach in areas such as India, the Middle East, and parts of Asia and Africa has given the company an edge over Publicis, Arroyo told Ad Age.

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Global-scale remains a mainstay of leading advertising companies, and competitors, including competitors Accenture Interactive and S4, have worked to increase their international presence through mergers and acquisitions. Betting on acquisitions and areas such as data and e-commerce can help organizational stakeholders emerge stronger than before the pandemic. The four biggest groups – WPP, Publicis, IPG, and Omnicom – were supported by the continued recovery of digital advertising and recently made good profits in the third quarter.

WPP will own approximately 90% of Coca-Cola’s media business, with Dentsu managing media in Japan and Korea as an additional media partner, Arroyo confirmed to Ad Age. Meanwhile, the agencies that makeup IPG (including McCann and Mercado) and Publicis Groups (including Publicis and Leo Burnett) will be part of a strategic list yet to be finalized by Ad Age.

Before the agency review, Coca-Cola worked with nearly 4,000 agency partners worldwide, including Wieden + Kennedy, Anomaly, McCann, and UM from Interpublic, which has been the company’s media account in North America since 2015. manages. Wieden + Kennedy and Anomaly are eligible for the new strategic list by Ad Age.