The Coca-Cola Company has renewed its global marketing partnership with WPP Open X, continuing a relationship that began in 2021 after one of the industry’s largest agency reviews.
WPP Open X remains the global marketing network partner, covering creative and media outside North America. Publicis Groupe holds the North American media business. Manuel Arroyo, global chief marketing officer at Coca-Cola, confirmed the renewal and highlighted the scaling of Open X, which the company has described as the industry’s first open-source marketing model, along with Studio X and AI experimentation.
A WPP spokesperson confirmed the continuation of the partnership. The original agreement tasked the bespoke Open X team with end-to-end capabilities across creative, media and data across Coca-Cola’s portfolio in more than 200 markets.
The renewal comes as Coca-Cola has also partnered with Publicis for North American media, illustrating how major global brands continue to refine agency models while maintaining long-term relationships with holding companies on creative and broader marketing work.
Source: The Coca-Cola Company / WPP
