WPP and The Coca-Cola Co., confirmed today that they have renewed their global marketing partnership led by WPP Open X. 

The initial deal was struck in 2021 and since then WPP has managed end-to-end creative, media, data and marketing technology, across the company’s entire portfolio.  

At the time TCC also said that Dentsu has been named complementary media partner in selected markets where the company brought “distinctive strengths.” 

TCC also confirmed at the time that a few non-WPP shops were given creative assignments including Interpublic’s McCann and Mercado and Publicis Groupe’s Publicis Worldwide and Leo Burnett.  

The big difference with the renewed deal is that it excludes TCC’s North America media business, which the company shifted to Publicis Groupe in March. 

Commenting on LinkedIn Manolo Arroyo, TCC’s global chief marketing officer wrote, “Since 2021, our unprecedented partnership with WPP Open X has delivered significant value to the company... We are living a special moment in marketing at The Coca-Cola Company, and I’m glad to have WPP Open X on our team to help us create the future of marketing.”