The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing
Key Highlights
- ➤Omnicom selected as Coca-Cola’s North America media partner
- ➤WPP Open X retained as Coca-Cola’s global media partner outside three markets
- ➤Dentsu continues media work in Japan and South Korea
- ➤New marketing operating structure implementation begins Dec. 1
Expert Statements
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company
“We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape,”
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company
“The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies.”
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company
“WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities,”
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company
“Our review was about designing the future of our marketing organization,”
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company
“The best marketing systems are built when you combine the best marketing talent with the right partnerships. We are confident that this combination of global scale, local expertise, innovation and collaboration gives us exactly that.”
The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing
The Coca-Cola Company today announced the completion of a global marketing operating system review, reaffirming its commitment to building a world-class marketing ecosystem designed to drive growth, strengthen consumer connections and unlock the next generation of capabilities powered by data, technology and AI.
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