The Coca-Cola Company and WPP have re-inked their alliance announced in May 2025, with Open X continuing its role as the lead agency outside North America. The renewed partnership comes just two months after WPP lost Coca-Cola’s U.S. and Canada media business to Publicis Groupe.
Operational Recovery Following North American Performance Dip
Publicis was awarded the $785 million U.S. and $52 million Canadian accounts following a competitive pitch overseen by media consultancy MediaSense in March 2025. The award marked the end of WPP’s four-year tenure managing media in the North American region.
Coca-Cola has opted to maintain its global alliance with WPP despite the setback, which oversees a marketing remit worth nearly $4 billion. The move showcases a continued confidence in the Open X model, which was created specifically for Coca-Cola in November 2021.
Strengthening a Global Marketing Framework
Coca-Cola’s Global Chief Marketing Officer, Manuel “Manolo” Arroyo, confirmed the renewal via LinkedIn, stating, “We built and scaled Open X, the industry’s first open-source marketing model. We’ve significantly stepped up our capabilities, including scaling innovative solutions like Studio X, experimenting with AI to transform how we connect with consumers, and becoming a stronger global network.”
Open X began by consolidating media, creative, social, and production functions. The company expanded into commerce, data, tech, influencer marketing, and live experiences in its second year, which promotes a comprehensive, integrated approach to brand marketing.
Corporate Confidence Amid Financial Headwinds
WPP confirmed the renewed mandate through a statement to Campaign Asia-Pacific, saying: “We are pleased to confirm that The Coca-Cola Company has renewed its partnership with WPP Open X, and we look forward to continuing our momentum as their global marketing network agency partner.”
The timing of the announcement is critical for WPP, since its during a difficult financial period. The GroupM global revenues dipped by 0.9%, while creative agency earnings declined by 4.4%. in the most recent quarter.
The win provides both a financial uplift and a morale boost as WPP prepares to retire the GroupM brand and transition towards a single profit-and-loss model.
Delivering High-Impact Creative Campaigns
Coca-Cola has launched major global campaigns such as “It’s Magic When the World Comes Together” for the Paris 2024 Olympic and Paralympic Games under Open X’s leadership.
Media planning and buying for these initiatives were led by EssenceMediacom. The results have been notable: Coca-Cola was named Creative Brand of the Year at the 2024 Cannes Lions and recognised by Kantar as the world’s most valuable food and drink brand.
Accelerating Towards Digital and AI-Driven Growth
Coca-Cola is doubling down on digital transformation, artificial intelligence, and immersive consumer experiences. The 2024 refresh of its iconic “Holidays Are Coming” campaign is one recent example of this strategic pivot.
The company aims to continue pushing the boundaries of brand storytelling and engagement across its expansive portfolio, including Fanta, Sprite, Costa Coffee, and Innocent.
WPP will continue to lead Coca-Cola’s international marketing under a renewed deal, emphasising the agency’s global capability and Coca-Cola’s commitment to AI-enhanced consumer engagement.