ATLANTA: The Coca-Cola Company has named WPP as global marketing network partner to play a key role in 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.
Coca-Cola’s new, integrated agency model is part of an aggressive agenda to transform and modernise marketing and innovation as key drivers of the company’s profitable growth.
“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.
“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,” said Manolo Arroyo, global chief marketing officer for the Coca-Cola Company.
The new agency model has four components: A global marketing network partner, a complementary media partner, a strategic roster of approved agencies and a common data and technology platform.
OpenX, the bespoke WPP team, would provide end-to-end capabilities across creative, media and data to serve as the global marketing network partner for Coca-Cola’s brands.
The breadth and depth of the partnership is unprecedented for Coca-Cola and is expected to be a catalyst in the transformation of marketing effectiveness and efficiency, the company said in a statement.
It is also unprecedented for the industry, given its scale and geographical reach, including more than 200 countries and territories; the company’s five-category beverage portfolio; and Global Ventures, including innocent and Costa.
The company also announced that Dentsu has been named complementary media partner in selected markets where they bring distinctive strengths.
“Dentsu is an incredible agency that combines rich human insights with the leading-edge analytics and technology capabilities required to design and execute connected consumer experiences,” Arroyo said.
Coca-Cola would also ensure it has access to the world’s best creators through the development of an open-source creative model.
“We know brilliant creative ideas come from anywhere, and we will retain that flexibility,” Arroyo said.
Publicis Groupe and IPG both performed very strongly during the review process, demonstrating leading-edge capabilities, innovative ideas and impressive talent, it noted.
Various agencies from both networks have been selected for Coca-Cola’s strategic roster and would play key roles in the open-source model, which is expected to account for one-third of all marketing work.