Coca-Cola and WPP renew global marketing partnership

The Coca-Cola Company has renewed its global marketing mandate with WPP across all markets except North America. This move comes just two months after rival Publicis Groupe seized Coca-Cola’s North America media business in a fiercely contested pitch concluded in March 2025.

Global chief marketing officer Manuel "Manolo" Arroyo confirmed via LinkedIn that WPP Open X remains Coca-Cola’s global marketing network partner.

“We built and scaled Open X, the industry’s first open-source marketing model. We’ve significantly stepped up our capabilities, including scaling innovative solutions like Studio X, experimenting with AI to transform how we connect with consumers, and becoming a stronger global network,” Arroyo said.

In 2024, Coca-Cola was also named Creative Brand of the Year at Cannes Lions and recognised by Kantar as the world’s most valuable food and drink brand, Arroyo noted. 

Manuel "Manolo" Arroyo (left) and Mark Read (right)

Open X, created specifically for Coca-Cola in November 2021 to manage the nearly $4 billion account. Led by chief executive Laurent Ezekiel, the unit oversees creative, media, data and marketing technology for Coca-Cola’s entire brand portfolio. Core brands include Fanta, Sprite, Costa Coffee, and Innocent.

When WPP initially won the account in 2021, Coca-Cola consolidated all media, creative, social and production activities under its remit. The second year saw the scope expand to commerce, data, technology, influencer marketing and live experiences. Open X has delivered major global campaigns, including ‘It’s Magic When the World Comes Together’ for the Paris 2024 Olympic and Paralympic Games, with EssenceMediacom handling media planning and buying.

Earlier this year, Campaign reported that Coca-Cola’s U.S. and Canada media spend—$785 million and $52 million respectively in 2024, according to COMvergence—shifted to Publicis Groupe after a closed review managed by MediaSense. WPP had previously held the North America business for four years.

The renewed partnership with Coca-Cola couldn’t have come at a better time for WPP. After a tough quarter, marked by a 0.9% dip in GroupM’s global revenues and a 4.4% drop in creative agency earnings and news that WPP is preparing to retire the GroupM brand as it moves towards a single P&L. Besides the financial boost, the multi-billion dollar win will be seen as a morale boost in restoring confidence among shareholders, employees, and clients. 

Coca-Cola continues to evolve its marketing, with a growing emphasis on digital, AI, and consumer experience, as seen in campaigns like the 2024 'Holidays Are Coming' refresh. 

Campaign Asia reached out to WPP for a comment but did not hear back at the time of publication.