{"id":1012973,"date":"2026-10-22T19:02:11","date_gmt":"2026-10-22T23:02:11","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/the-coca-cola-company-selects-agency-partners-to-accelerate-the-future-of-marketing\/"},"modified":"2026-10-22T19:02:11","modified_gmt":"2026-10-22T23:02:11","slug":"the-coca-cola-company-selects-agency-partners-to-accelerate-the-future-of-marketing","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/the-coca-cola-company-selects-agency-partners-to-accelerate-the-future-of-marketing\/","title":{"rendered":"The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }\n.bwuline { text-decoration: underline }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing<\/b><\/p>\n<p>ATLANTA&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nThe 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.<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nCoca-Cola will retain WPP Open X as its media partner globally, with the exception of North America, Japan and South Korea.<\/p>\n<\/li>\n<li>\nCoca-Cola has selected Omnicom as its media partner in North America. Omnicom will work closely with WPP StudioX.<\/p>\n<\/li>\n<li>\nDentsu will continue to handle media in Japan and South Korea, which was not part of the current review.<\/p>\n<\/li>\n<li>\nWPP Open X will continue to serve as Coca-Cola\u2019s global creative partner, which was not part of the current review.<\/p>\n<\/li>\n<\/ul>\n<p>\n\u201cWe 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,\u201d said Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company. \u201cThe 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.\u201d<\/p>\n<p>\nSince 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. \u201cWPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities,\u201d Arroyo said. \u201cTheir data solution Open Intelligence builds on proven results from our FIFA World Cup 2026 activation across the world.\u201d<\/p>\n<p>\nWPP 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.<\/p>\n<p>\nThe appointment of Omnicom in North America reflects Coca-Cola&#8217;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\u2019s marketing transformation and strengthen the ability to create meaningful connections that drive growth.<\/p>\n<p>\n\u201cOur review was about designing the future of our marketing organization,\u201d Arroyo said. \u201cThe 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.\u201d<\/p>\n<p>\nThe new structure will be implemented in phases beginning Dec. 1.<\/p>\n<p><b><span class=\"bwuline\">About The Coca-Cola Company<\/span><\/b><\/p>\n<p>\nThe Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company\u2019s purpose is to refresh the world and make a difference. We sell multiple billion-dollar brands across several beverage categories worldwide. Our portfolio of sparkling soft drink brands includes Coca-Cola, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, BODYARMOR, Powerade, Costa, Georgia, Fuze Tea, Gold Peak and Ayataka. Our juice, value-added dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and Santa Clara. We\u2019re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We seek to positively impact people\u2019s lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and carbon emissions reductions across our value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide. Learn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.coca-colacompany.com%2F&amp;esheet=54627419&amp;newsitemid=20261022363210&amp;lan=en-US&amp;anchor=www.coca-colacompany.com&amp;index=1&amp;md5=2183e2988f4d070c06f53243436d046a\">www.coca-colacompany.com<\/a> and follow us on <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.instagram.com%2Fthecocacolaco%2F%3Fhl%3Den&amp;esheet=54627419&amp;newsitemid=20261022363210&amp;lan=en-US&amp;anchor=Instagram&amp;index=2&amp;md5=ca0c4284bc9f89f35918e8aa35965185\">Instagram<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.facebook.com%2FTheCocaColaCo%2F&amp;esheet=54627419&amp;newsitemid=20261022363210&amp;lan=en-US&amp;anchor=Facebook&amp;index=3&amp;md5=1a0b1431c0b22f0e99ee09114d3b2d2d\">Facebook<\/a> and <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Fthe-coca-cola-company&amp;esheet=54627419&amp;newsitemid=20261022363210&amp;lan=en-US&amp;anchor=LinkedIn&amp;index=4&amp;md5=698c4e1cef67a03e2d6453c74803441d\">LinkedIn<\/a>.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261022363210r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20261022363210\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261022363210\/en\/<\/a><\/span><\/p>\n<p>\nMedia: Scott Leith, <a rel=\"nofollow\" href=\"mailto:sleith@coca-cola.com\">sleith@coca-cola.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> Georgia United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Food\/Beverage Marketing Advertising Retail Communications<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261022363210\/en\/1571658\/3\/Coca-Cola_primary_corporate_mark.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing ATLANTA&#8211;(BUSINESS WIRE)&#8211; 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 &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/the-coca-cola-company-selects-agency-partners-to-accelerate-the-future-of-marketing\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1012973","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/the-coca-cola-company-selects-agency-partners-to-accelerate-the-future-of-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"The Coca-Cola Company Selects Agency Partners to Accelerate the Future of Marketing ATLANTA&#8211;(BUSINESS WIRE)&#8211; 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. 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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. 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