Publicis Groupe may have taken the Coca-Cola account in North America in a pitch that concluded two months ago, but WPP has reclaimed the account in the rest of the world.

WPP Open X, built specifically for Coca-Cola in November 2021, has been confirmed as Coca-Cola’s global marketing network partner. WPP Open X is led by WPP chief marketing officer & CEO, WPP Open X, Laurent Ezekiel, and manages creative, media, data and marketing technology for Coca-Cola’s entire brand portfolio.

Manuel Arroya, EVP and global chief marketing officer at The Coca-Cola Company, made the announcement on LinkedIn, stating, “Since 2021, our unprecedented partnership with WPP Open X has delivered significant value to the company. I’ve been reflecting on our first three years working together, and a few highlights come to mind:

• 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.
• In 2024, Coca-Cola was named Creative Brand of the Year at Cannes Lions and the most valuable global food and drink brand by Kantar.

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