The Coca-Cola Company has officially renewed its global partnership with WPP Open X, reinforcing a collaboration that has helped redefine the beverage giant’s marketing strategy over the past three years. The announcement was made by Coca-Cola’s global chief marketing officer, Manuel Arroyo, via LinkedIn, where he hailed the alliance as a key pillar in building “the future of marketing.”
Originally launched in 2021, WPP Open X was created as a bespoke, open-source marketing model tailored specifically for Coca-Cola. It integrates talent from across WPP’s agencies, including Ogilvy, VML, and others, into a single global team structure, operating across markets and brand categories. This structure has allowed Coca-Cola to streamline its creative operations while localizing campaigns with unprecedented speed and precision.
Among the standout achievements of this collaboration is Studio X, Coca-Cola’s centralized content hub. Studio X enables the production of thousands of assets customized for different regions, significantly boosting efficiency and creative output. The company has also been leveraging artificial intelligence to refine consumer engagement, testing new tools that personalize content at scale.
In 2024, Coca-Cola’s innovative marketing efforts earned it the title of Creative Brand of the Year at the Cannes Lions International Festival of Creativity. It was also named the world’s most valuable food and beverage brand by Kantar. Arroyo credited these accolades in part to the impact of the Open X model.
“We are living a special moment in marketing at The Coca-Cola Company,” said Arroyo. “Our renewed partnership with WPP Open X is a testament to the value of deep collaboration and innovation. Together, we are creating a new era for global marketing.”
WPP echoed this sentiment in an official statement, confirming the renewal and expressing enthusiasm for the next chapter. “We look forward to continuing our momentum as Coca-Cola’s global marketing network partner,” said a WPP spokesperson.
The Open X model has already delivered a string of successful global campaigns, most notably Recycle Me, which earned one of only four coveted 2024 Immortal Awards—an acknowledgment of enduring creative excellence.
As Coca-Cola navigates a rapidly evolving marketing landscape, the renewed collaboration with WPP is designed to maintain its edge in creativity, consumer relevance, and technological leadership. The partnership serves as a case study in how legacy brands can adapt and thrive through agile, integrated, and forward-thinking strategies.
