Coca Cola names WPP as Global Marketing Network Partner, including in India
WPP will drive long-term growth for the entire company’s portfolio of brands across more than 200 countries and territories, including India
The Coca-Cola Company has 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.
It must be mentioned that 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,” he added.
“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,” added Reed.
In India, Coca-Cola's account will shift to WPP from IPG Group, which had been handling it for almost 10 years.
WPP also manages PepsiCo's account here.
