Atlanta-- (BUSINESS WIRE)-Coca-Cola Company today designated WPP as a global marketing network partner to play a key role in implementing the new marketing model. The model aims to promote the long-term growth of the entire company's brand portfolio in more than 200 countries.
Coca-Cola Company's new integrated agency model is part of his ambitious plan to transform and modernize marketing and innovation as a key driver of the company's profitable growth. Manolo Arroyo, global chief marketing officer of Coca-Cola Company, said: "consumers react to the whole experience-they don't separate information from the media-which is why we design a consumer-centric agency model without silos. This model seamlessly combines bold ideas and creative power with experience and expands it through media and data. It will enable us to create end-to-end experiences based on rich data insights and optimize on a scale in real time as we learn from consumers. "
The new agent model is divided into four components:
- A global marketing network partner responsible for managing end-to-end ideas, media, data and marketing technologies throughout the portfolio.
- A complementary media partner with the ability to bring differentiation in specific markets.
- A strategic list of approved institutions that provides access to the best creative talent, no matter where they are or which department they belong to.
- A common data and technology platform that links five global categories of marketing teams, nine operating units, global venture capital and platform services to global marketing network partners, complementary media partners and strategic lists.
Global marketing network partner
WPP customization team OpenX, as the global marketing network partner of Coca-Cola Company brand, will provide end-to-end functions across creativity, media and data. The breadth and depth of this cooperation is unprecedented for Coca-Cola Company, and is expected to become a catalyst to change the marketing effect and efficiency. The scale and geographical scope of the partnership include more than 200 countries and regions, the company's five beverage portfolios and Global Ventures divisions including innocent and Costa. Therefore, this is unprecedented for the industry as a whole.
Arroyo said: "as we design a new marketing operation model, it becomes increasingly clear that simplicity is critical to successfully operating a large, diverse regional business network in which our filling system is included. I am pleased to work with WPP as we accelerate our marketing transformation. We are impressed by WPP's ability to strike a balance between providing a comprehensive consumer experience on a global scale with agility, speed and data-driven insight that are necessary to win the local market. WPP will bring great creativity and unparalleled marketing capabilities around the world, which is unmatched by other networks. "
Mark Read, CEO of WPP, said, "We are pleased to be designated as Coca-Cola Company's global marketing network partner as a catalyst for its transformation and growth, and to bring the outstanding creativity, rich data insight and media expertise needed to create a connected consumer experience. This partnership integrates our capabilities in content, media, data, production and technology, local and global operations, and will complement Coca-Cola Company's global network organization. The breadth and depth of cooperation is unparalleled in our industry, reflecting the scale and influence of WPP around the world. I want to thank Manolo Arroyo and his team for taking this brave step with WPP. Our success in the industry's largest promotional campaign is a testament to the talent and hard work of hundreds of employees in WPP and our agencies, as well as our ability to provide simple and integrated services to our customers. "
Complementary media partner
The company also announced that Dentsu has been designated as a complementary media partner in selected markets where Dentsu has a unique advantage.
"Dentsu is an amazing organization that combines a wealth of human insight with the cutting-edge analytical and technical capabilities needed to design and implement connected consumer experiences," said Arroyo. It is our perfect complementary partner and brings unique advantages in some of our highest priority areas. "
Strategic list
Coca-Cola Company will also ensure that he has access to the world's best creators by developing open source creative models. "We know that there are good ideas everywhere and we will maintain that flexibility," Arroyo said.
Publicis Groupe and IPG both performed well in the review process, demonstrating leadership, innovative ideas and impressive talent. A number of institutions from the two networks have been selected into Coca-Cola Company's strategic list and will play a key role in the open source model. The open source model is expected to account for 1/3 of all marketing efforts.
"I would like to express my special thanks to another finalist, Publicis Group, for his work," Arroyo said. Publicis is an extraordinary organization whose bold vision challenges our thinking and its world-class capabilities make it one of the most challenging business decisions we face. Organizations like Publicis and Leo Burnett combine creativity with data and technology, and I'm happy to work with them to make it part of our strategic list. "
Arroyo also said: "IPG has always shown enthusiasm for the Coca-Cola Company brand and has carried out some of our most important work around the world. Their agencies, such as McCann and Mercado, will continue to be the company's main partners. "
The new marketing model will be implemented immediately. PricewaterhouseCoopers advises on the review of global marketing network partners and strategic lists, while MediaSense advises on complementary media partner reviews.
About Coca-Cola Company Company
Coca-Cola Company (NYSE: KO) is a full-range beverage company that sells its products to more than 200 countries and regions. The purpose of the company is to revitalize and change the world. We have our brand in many beverage categories around the world, and the sales of our products have reached billions of dollars. Our carbonated soft drink brand portfolio includes Coca-Cola Company, Sprite and Fanta. Our water, sports, coffee and tea brands include Dasani, smartwater, vitaminwater, Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka. Our nutrition, juice, dairy and plant-based beverage brands include Minute Maid, Simply, innocent, Del Valle, fairlife and AdeS. We are constantly changing our product mix, from reducing sugar in drinks to bringing innovative new products to market. We seek to have a positive impact on people's lives, communities and the planet through water replenishment, packaging recycling, sustainable procurement practices and carbon reduction across the value chain. The company and its bottling partners have more than 700000 employees, bringing economic opportunities to local communities around the world. For more information, visit www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook Inc and LinkedIn.
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Contacts
Contact information:
Media: Scott Leith,sleith@coca-cola.com