Business Wire

The Coca-Cola Company Names WPP as Global Marketing Network Partner; Also Appoints Complementary Media Partner

Share

The Coca-Cola Company today 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 modernize 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,” said Manolo Arroyo, global chief marketing officer for The Coca-Cola Company. “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 optimized real-time, at scale, as we learn from consumers.”

The new agency model has four components:

  1. A Global Marketing Network Partner to manage end-to-end creative, media, data and marketing technology, across the whole portfolio.
  2. A Complementary Media Partner to bring differentiated capabilities in select markets.
  3. A Strategic Roster of approved agencies to provide access to the best creative minds, regardless of their location or affiliation.
  4. A common data and technology platform that connects marketing teams of five global categories, nine operating units, Global Ventures and Platform Services to the Global Marketing Network Partner, Complementary Media Partner and Strategic Roster.

Global Marketing Network Partner

OpenX, the bespoke WPP team, will 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. 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.

“As we designed our new marketing operating model, it became increasingly clear that simplicity was critical to successfully operating a vast geographical and diversified business network, which also includes our bottling system,” Arroyo said. “I am delighted to be partnering with WPP as we accelerate our marketing transformation. We were impressed by WPP’s ability to balance what it takes to deliver integrated consumer experiences at a global scale with the agility, speed and data-driven insights that are required to win locally. WPP will bring creative excellence and unparalleled marketing capabilities at a global scale that no other network can deploy.”

“We are delighted to be appointed as The Coca-Cola Company’s Global Marketing Network Partner, a catalyst for its transformation and growth, and to bring the outstanding creativity, data-rich insights and media expertise needed to create connected consumer experiences,” said Mark Read, CEO of WPP. “This partnership, integrating our capabilities across content, media, data, production and technology, operating locally and globally, will complement The Coca-Cola Company’s globally networked organization. It’s unparalleled in our industry in terms of breadth and depth of capabilities, and reflects WPP’s scale and reach around the world. I’d like to thank Manolo Arroyo and his teams in taking this bold step with WPP. Our success in the industry’s biggest-ever pitch is testament to the talent and hard work of hundreds of people across WPP and our agencies, and to the strength of our simple, integrated offer to clients.”

Complementary Media Partner

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. “They are the perfect complementary partner for us, bringing distinctive strengths in some of our highest priority areas.”

Strategic Roster

Coca-Cola will 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. Various agencies from both networks have been selected for Coca-Cola’s Strategic Roster and will play key roles in the open-source model, which is expected to account for one-third of all marketing work.

“I want to particularly recognize the work performed by the other finalist, Publicis Groupe. Publicis demonstrated being a phenomenal agency with a bold vision that challenged our thinking, making it one of our most challenging business decisions we have confronted, given its world-class capabilities,” Arroyo said. “Agencies like Publicis and Leo Burnett blend creativity with data and technology, and I’m excited to work with them as part of our strategic roster.”

“IPG has consistently demonstrated a passion for Coca-Cola brands and delivered some of our most important work around the world,” Arroyo said. “Their agencies like McCann and Mercado will continue to be key partners for the company.”

Implementation of the new marketing model will begin immediately. PwC advised on the Global Marketing Network Partner and Strategic Roster reviews, and MediaSense was the consultant on the Complementary Media Partner review.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our hydration, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Media: Scott Leith, sleith@coca-cola.com

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Bentley Systems Announces Winners of the 2021 Going Digital Awards in Infrastructure2.12.2021 22:01:00 CET | Press release

Bentley Systems, Incorporated (Nasdaq:BSY), the infrastructure engineering software company, today announced the winners of the 2021 Going Digital Awards in Infrastructure. The annual awards program recognizes the extraordinary work of Bentley software users advancing infrastructure design, construction, and operations throughout the world. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211202005219/en/ Bentley Systems Announces Winners of the 2021 Going Digital Awards in Infrastructure (Photo: Business Wire) Sixteen independent jury panels selected the 57 finalists from nearly 300 nominations submitted by more than 230 organizations from 45 countries encompassing 19 categories. To see the Going Digital Awards in Infrastructure finalists present their projects, click here. Bentley Systems showcased 19 Going Digital Awards in Infrastructure winners on December 2 during the 2021 Year in Infrastructure and Going Digital Awards

Vifor Pharma comments on market speculations2.12.2021 18:40:00 CET | Press release

Regulatory News: AD HOC ANNOUNCEMENT PURSUANT TO ART. 53 LR Due to current market speculations, Vifor Pharma Group states the following: Vifor Pharma Group systematically reviews options that can strengthen its market position and/or accelerate the growth of the company both organically and through partnerships and acquisitions. Vifor Pharma is therefore regularly in discussions with other market participants and does not comment on them. About Vifor Pharma Group Vifor Pharma Group is a global pharmaceuticals company. It aims to become the global leader in iron deficiency, nephrology and cardio-renal therapies. The company is a partner of choice for pharmaceuticals and innovative patient-focused solutions. Vifor Pharma Group strives to help patients around the world with severe and chronic diseases lead better, healthier lives. The company develops, manufactures and markets pharmaceutical products for precision patient care. Vifor Pharma Group holds a leading position in all its core b

Covid - 19: Laboratoire Cerba Detects First Case of Omicron Variant in Mainland France2.12.2021 16:44:00 CET | Press release

Laboratoire Cerba, a global leader in specialized clinical pathology and member of the Cerba HealthCare Group, has detected a case of the Omicron variant from the sample of a patient arriving from Nigeria who was tested at Roissy Charles De Gaulle airport. The authorities - Santé Publique France [Public Health France], Agence Régionale de Santé Ile de France [Paris Regional Health Agency] and Direction Générale de Santé [General Directorate for Health]- were immediately informed. Laboratoire Cerba, chosen last October by the French Health Authorities to participate in the Emergen consortium, carries out between 1,000 and 1,500 sequencings per week with results returned in less than 5 days. Sylvie Cado, CEO of Laboratoire Cerba explains: "From the beginning of the epidemic, we have been working closely with the Authorities and the National Reference Centres to share the information and the strains of interest in order to support our Authorities in steering public policy: the systematic

i2c Partners with BEYON Money and Visa to Launch First Open Banking Super App in Bahrain2.12.2021 16:23:00 CET | Press release

i2c Inc., a leading provider of digital payment and banking technology, today announced its partnership with BEYON Money, the mobile super app launched by Batelco Financial Services, which is the fintech arm of Bahrain’s leading digital solutions and telecommunications provider. Backed by a recently-secured, first-of-its-kind open banking license from the Central Bank of Bahrain, the BEYON Money super app will host a digital wallet that enables retail, bill, and peer-to-peer payments for its users, connects to bank accounts through open banking, delivers financial insights and provides digital remittances. BEYON Money will develop card issuing and processing functionalities through i2c’s agile banking and payments platform which will also integrate additional partners and services. Through i2c’s Fintech Fast Track certification, BEYON Money will tap into Visa’s network infrastructure to launch a digital-first debit program to the market with a physical card option available upon reques

ENTERPRISE AND MEDIA ORGANIZATIONS DRIVE REVENUE, ENGAGEMENT, AND DEMAND WITH BRIGHTCOVE SOLUTIONS, INDEPENDENT STUDY REVEALS2.12.2021 15:00:00 CET | Press release

Brightcove Inc. (Nasdaq: BCOV), the global leader in video for business, released findings that enterprises and media organizations can generate 225% and 226% ROI respectively with Brightcove and see a full return on the initial investment in less than six months. The commissioned Total Economic Impact™ (TEI) studies conducted by Forrester Consulting examined cost savings and business benefits with Brightcove solutions for enterprise and media organizations. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211202005560/en/ Forrester Consulting interviewed decision-makers at multiple enterprise and media organizations with experience using Brightcove. Respondents came from organizations headquartered in the US and EMEA, all with multi-billion dollars of annual revenues. The enterprise interviewees represented industries including automotive manufacturing, technology manufacturing, and media services that primarily use video to

ElectReon Brings Wireless Inductive Electric Vehicle Charging Technology to Italy’s “Arena of the Future”2.12.2021 14:00:00 CET | Press release

ElectReon (TASE: ELWS.TA), the leading provider of inductive in-road charging technology for commercial and passenger electric vehicles, announced the launch of the “Arena of the Future'' project in Brescia, Italy where the company has integrated its wireless technology to charge an IVECO bus and Stellantis’s Fiat Nuova 500 passenger vehicle while driving. This project is demonstrating contactless charging for a range of EVs as they drive on highways and toll roads as a potential pathway to decarbonizing long-haul transportation systems along motorway transport corridors. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211202005493/en/ ElectReon announces the launch of "Arena of the Future" in Italy (Photo: Business Wire) The construction and technical implementation of the 1,050-metre-long circuit equipped with ElectReon’s properarity in-road charging coils and supported by 1MW of electrical power has been successfully compl

Orbital Insight Integrates with Esri's ArcGIS Platform to Streamline Satellite and Sensor Imagery Analysis2.12.2021 14:00:00 CET | Press release

Orbital Insight's fusion of multisensor geospatial data and state-of-the-art algorithms has been helping customers address critical concerns for years—from determining the flow of container ship traffic amid unprecedented supply chain delays to visualizing dynamic intelligence and defense-related threats and anomalies across the globe. With the adoption of Esri's ArcGIS Platform, Orbital Insight is making it easier for its users to integrate with ArcGIS and analyze their data. Customers of Esri, the world leader in location intelligence, who also use Orbital Insight GO can now seamlessly work between both systems, making it easier to meet spatial challenges with Esri basemap visualizations directly within the Orbital Insight GO platform and export their analysis to ArcGIS. The integration with Esri's ArcGIS Platform provides an integral reference point for analysts as well as a more cohesive and natural user experience. More collaboration is planned, including eventually incorporating