WPP has been named Coca-Cola's global marketing network partner, edging out Publicis Group and IPG in a pitch.
The comemrcial details of the appointment haven't been revealed but Coca-Cola is considered to be one of the biggest advertising accounts in the world.
OpenX, the bespoke WPP team, will provide end-to-end capabilities across creative, media and data.
The world's biggest advertising company will play a key role in executing a new marketing model for Coca-Cola's portfolio of brands across more than 200 countries and territories.
Insiders say MediaCom will run media in every market except Japan.
Coca-Cola says its new, integrated agency model is part of an aggressive agenda to transform and modernise marketing and innovation as key drivers of the company’s profitable growth.
WPP CEO Mark Read: “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 organisation.
"It’s unparalleled in our industry in terms of breadth and depth of capabilities, and reflects WPP’s scale and reach around the world.
"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.”
In Australia, MediaCom CEO Yaron Farizon: "This is a triumphant win for us both globally and locally, an incredible achievement for MediaCom and WPP. I couldn’t be prouder of each person who made this possible.
"Having hands-on experience on Coke from other markets, I’m so excited for our team here in Australia to work on this exceptional client. WPP stood out as a group of brilliant, talented, inquisitive, creative, and inclusive people that will help to drive transformation of The Coca-Cola Company business leveraging media, data and creative.
"We are over the moon and look forward to growing Coke’s business in AUNZ. Such an honour!"
Manolo Arroyo, global chief marketing officer for The Coca-Cola Company: “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 optimised real-time, at scale, as we learn from consumers.”
The new agency model has four components:
- A Global Marketing Network Partner to manage end-to-end creative, media, data and marketing technology, across the whole portfolio.
- A Complementary Media Partner to bring differentiated capabilities in select markets.
- A Strategic Roster of approved agencies to provide access to the best creative minds, regardless of their location or affiliation.
- A common data and technology platform that connects marketing teams of five global categories, nine operating units, Global Ventures and Platform Services to the Global Marketing Network Partner, Complementary Media Partner and Strategic Roster.
Coca-Cola also announced that Dentsu has been named Complementary Media Partner in selected markets
“Dentsu is an incredible agency that combines rich human insights with the leading-edge analytics and technology capabilities required to design and execute connected consumer experiences,” Arroyo said. “They are the perfect complementary partner for us, bringing distinctive strengths in some of our highest priority areas.”
Strategic Roster
Coca-Cola will also ensure it has access to the world’s best creators through the development of an open-source creative model. “We know brilliant creative ideas come from anywhere, and we will retain that flexibility,” Arroyo said.
He said Publicis Groupe and IPG both performed very strongly during the review process, demonstrating leading-edge capabilities, innovative ideas and impressive talent. Various agencies from both networks have been selected for Coca-Cola’s Strategic Roster and will play key roles in the open-source model, which is expected to account for one-third of all marketing work.
“I want to particularly recognise the work performed by the other finalist, Publicis Groupe. Publicis demonstrated being a phenomenal agency with a bold vision that challenged our thinking, making it one of our most challenging business decisions we have confronted, given its world-class capabilities,” Arroyo said. “Agencies like Publicis and Leo Burnett blend creativity with data and technology, and I’m excited to work with them as part of our strategic roster.”
“IPG has consistently demonstrated a passion for Coca-Cola brands and delivered some of our most important work around the world,” Arroyo said. “Their agencies like McCann and Mercado will continue to be key partners for the company.”
Implementation of the new marketing model will begin immediately. PwC advised on the Global Marketing Network Partner and Strategic Roster reviews, and MediaSense was the consultant on the Complementary Media Partner review.
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