The Coca-Cola Company has officially renewed its global marketing partnership with WPP Open X, reinforcing a strategic collaboration that began in 2021. The announcement was made by Manuel Arroyo, Executive Vice President and Global Chief Marketing Officer at The Coca-Cola Company, via a recent LinkedIn update.
Over the past three years, the partnership has delivered several industry-first innovations and marketing milestones. Notably, the creation and expansion of Open X — recognized as the industry’s first open-source marketing model — has enabled Coca-Cola to drive global consistency while maintaining local relevance. Additionally, Studio X, the company’s dedicated initiative exploring AI in marketing, has played a key role in reshaping Coca-Cola’s approach to experimentation and innovation.
The partnership has also contributed to Coca-Cola’s global marketing success, earning the brand the title of Creative Brand of the Year at the 2024 Cannes Lions and recognition from Kantar as the most valuable global food and drink brand.
The renewal of this global partnership reaffirms Coca-Cola’s long-term commitment to delivering cutting-edge, scalable marketing strategies driven by creativity, data, and innovation.
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