WPP retains Coca-Cola's global mandate

The Coca-Cola Company has renewed its global marketing partnership with WPP's dedicated Open X unit. This development extends an existing agreement for WPP to serve as Coca-Cola's primary global marketing partner.

The news was confirmed by Coca-Cola’ CMO, Manuel Arroyo, via a LinkedIn post. WPP's Open X unit initially secured the consolidated Coca-Cola account in 2021, overseeing global creative duties and media services in various regions except the areas of North America as per media reports.

Julianna Richter, chief communications and marketing officer at WPP Open X, also confirmed the continued collaboration on LinkedIn.