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.
- Coca-Cola will retain WPP Open X as its media partner globally, with the exception of North America, Japan and South Korea.
- Coca-Cola has selected Omnicom as its media partner in North America. Omnicom will work closely with WPP StudioX.
- Dentsu will continue to handle media in Japan and South Korea, which was not part of the current review.
- WPP Open X will continue to serve as Coca-Cola’s global creative partner, which was not part of the current review.
“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,” said 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.”
Since the creation of Open X in 2021, WPP has played a central role in helping Coca-Cola modernize its marketing approach across more than 200 countries and territories. “WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities,” Arroyo said. “Their data solution Open Intelligence builds on proven results from our FIFA World Cup 2026 activation across the world.”
WPP retains creator, media and marketing. WPP also delivered thought leadership in Systems of Influence and strong capabilities in creators, and commerce/retail media supported by one connected ecosystem WPP Open that integrates data, tech and AI capabilities, at scale, globally.
The appointment of Omnicom in North America reflects Coca-Cola’s commitment to aligning specialized capabilities with market-specific opportunities. By bringing media, data, CRM, loyalty and creators together within one connected ecosystem, the North America operating unit can move beyond channel-based execution toward more integrated consumer experiences. This evolution will further accelerate NAOU’s marketing transformation and strengthen the ability to create meaningful connections that drive growth.
“Our review was about designing the future of our marketing organization,” Arroyo said. “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 new structure will be implemented in phases beginning Dec. 1.
