The Coca-Cola Company today named WPP as Global Marketing
Network Partner to play a key role in executing a new marketing
model that is built to drive long-term growth for the entire
company’s portfolio of brands across more than 200 countries and
territories.
Coca-Cola’s new, integrated agency model is part of an
aggressive agenda to transform and modernize marketing and
innovation as key drivers of the company’s profitable growth.
“Consumers respond to an entire experience – they don’t separate
the message from the medium – and that’s why we’ve designed an
agency model to be truly consumer-centric and silo-free,” said
Manolo Arroyo, global chief marketing officer for The Coca-Cola
Company. “This model is about seamless integration of the power of
big, bold ideas and creativity within experiences, amplified by
media and data. It will enable us to create end-to-end experiences
that are grounded in data-rich insights and optimized real-time, at
scale, as we learn from consumers.”
The new agency model has four components:
- A Global Marketing Network Partner to manage end-to-end
creative, media, data and marketing technology, across the whole
portfolio.
- A Complementary Media Partner to bring differentiated
capabilities in select markets.
- A Strategic Roster of approved agencies to provide access to
the best creative minds, regardless of their location or
affiliation.
- A common data and technology platform that connects marketing
teams of five global categories, nine operating units, Global
Ventures and Platform Services to the Global Marketing Network
Partner, Complementary Media Partner and Strategic Roster.
Global Marketing Network Partner
OpenX, the bespoke WPP team, will provide end-to-end
capabilities across creative, media and data to serve as the Global
Marketing Network Partner for Coca-Cola’s brands. The breadth and
depth of the partnership is unprecedented for Coca-Cola and is
expected to be a catalyst in the transformation of marketing
effectiveness and efficiency. It is also unprecedented for the
industry, given its scale and geographical reach, including more
than 200 countries and territories; the company’s five-category
beverage portfolio; and Global Ventures, including innocent and
Costa.
“As we designed our new marketing operating model, it became
increasingly clear that simplicity was critical to successfully
operating a vast geographical and diversified business network,
which also includes our bottling system,” Arroyo said. “I am
delighted to be partnering with WPP as we accelerate our marketing
transformation. We were impressed by WPP’s ability to balance what
it takes to deliver integrated consumer experiences at a global
scale with the agility, speed and data-driven insights that are
required to win locally. WPP will bring creative excellence and
unparalleled marketing capabilities at a global scale that no other
network can deploy.”
“We are delighted to be appointed as The Coca-Cola Company’s
Global Marketing Network Partner, a catalyst for its transformation
and growth, and to bring the outstanding creativity, data-rich
insights and media expertise needed to create connected consumer
experiences,” said Mark Read, CEO of WPP. “This partnership,
integrating our capabilities across content, media, data,
production and technology, operating locally and globally, will
complement The Coca-Cola Company’s globally networked organization.
It’s unparalleled in our industry in terms of breadth and depth of
capabilities, and reflects WPP’s scale and reach around the world.
I’d like to thank Manolo Arroyo and his teams in taking this bold
step with WPP. Our success in the industry’s biggest-ever pitch is
testament to the talent and hard work of hundreds of people across
WPP and our agencies, and to the strength of our simple, integrated
offer to clients.”
Complementary Media Partner
The company also announced that Dentsu has been named
Complementary Media Partner in selected markets where they bring
distinctive strengths.
“Dentsu is an incredible agency that combines rich human
insights with the leading-edge analytics and technology
capabilities required to design and execute connected consumer
experiences,” Arroyo said. “They are the perfect complementary
partner for us, bringing distinctive strengths in some of our
highest priority areas.”
Strategic Roster
Coca-Cola will also ensure it has access to the world’s best
creators through the development of an open-source creative model.
“We know brilliant creative ideas come from anywhere, and we will
retain that flexibility,” Arroyo said.
Publicis Groupe and IPG both performed very strongly during the
review process, demonstrating leading-edge capabilities, innovative
ideas and impressive talent. Various agencies from both networks
have been selected for Coca-Cola’s Strategic Roster and will play
key roles in the open-source model, which is expected to account
for one-third of all marketing work.
“I want to particularly recognize the work performed by the
other finalist, Publicis Groupe. Publicis demonstrated being a
phenomenal agency with a bold vision that challenged our thinking,
making it one of our most challenging business decisions we have
confronted, given its world-class capabilities,” Arroyo said.
“Agencies like Publicis and Leo Burnett blend creativity with data
and technology, and I’m excited to work with them as part of our
strategic roster.”
“IPG has consistently demonstrated a passion for Coca-Cola
brands and delivered some of our most important work around the
world,” Arroyo said. “Their agencies like McCann and Mercado will
continue to be key partners for the company.”
Implementation of the new marketing model will begin
immediately. PwC advised on the Global Marketing Network Partner
and Strategic Roster reviews, and MediaSense was the consultant on
the Complementary Media Partner review.
About The Coca-Cola
Company
The Coca-Cola Company (NYSE: KO) is a total beverage company
with products sold in more than 200 countries and territories. Our
company’s 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 hydration, 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’re
constantly transforming our portfolio, from reducing sugar in our
drinks to bringing innovative new products to market. We seek to
positively impact people’s 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 www.coca-colacompany.com and
follow us on Twitter, Instagram, Facebook and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20211108005389/en/
Media: Scott Leith,
sleith@coca-cola.com
Coca Cola (NYSE:KO)
過去 株価チャート
から 3 2024 まで 4 2024
Coca Cola (NYSE:KO)
過去 株価チャート
から 4 2023 まで 4 2024
