Coca-Cola renews global marketing partnership with WPP Open X

The Coca-Cola Company has renewed its global marketing partnership with WPP Open X, extending the collaboration that began in 2021. The renewal reaffirms Coca-Cola’s commitment to WPP Open X, the team created by WPP to service the beverage giant across creative, media, data and marketing transformation functions globally.

This follows a three-year period marked by significant progress in marketing innovation, creativity and digital transformation.

“Since 2021, our unprecedented partnership with WPP Open X has delivered significant value to the company. We built and scaled Open X, the industry’s first open-source marketing model,” Manuel "Manolo" Arroyo, Executive Vice President and Global Chief Marketing Officer at Coca-Cola said in his LinkedIn post.

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Over the past three years, the Coca-Cola and WPP Open X partnership has delivered several notable achievements. One of the innovations has been the creation and global rollout of Studio X, a centralized content hub aimed at driving digital and creative efficiency across Coca-Cola’s diverse markets. The collaboration has also seen both companies explore AI-driven marketing solutions, using emerging technologies to deepen consumer engagement and enhance campaign agility. These efforts have been validated by industry recognition in 2024, Coca-Cola was named Creative Brand of the Year at Cannes Lions, and also earned the title of the most valuable global food and drink brand, according to Kantar.

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Arroyo emphasized that Coca-Cola is in a “special moment in marketing” and expressed gratitude to WPP Open X and its global teams, including WPP’s Chief Marketing and Growth Officer Laurent Ezekiel, for their role in driving transformation.

The renewed partnership signals Coca-Cola’s continued investment in a modular, tech-forward and creativity-led marketing ecosystem, one that is data-driven, AI-enabled and built for speed and scale. WPP Open X is expected to play a central role as Coca-Cola sharpens its global brand-building efforts, explores emerging technologies, and continues setting benchmarks in modern marketing.

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