WPP Becomes Global Marketing Network Partner Of Coca Cola

WPP will help in the implementation of a new marketing strategy designed to promote long-term development for Coca Cola's portfolio of brands across more than 200 countries and territories

WPP has been appointed as a Global Marketing Network Partner by The Coca-Cola Company, and will play a significant role in the implementation of a new marketing strategy designed to promote long-term development for the company's portfolio of brands across more than 200 countries and territories.

Coca-new Cola's integrated agency model is part of an aggressive plan to reinvent and modernise marketing and innovation as major drivers of profitable development for the firm.

Manolo Arroyo, Global Chief Marketing Officer for The Coca-Cola Company commented, “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."

“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.

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