BrandCrunch Nigeria

Top Menu

  • About BrandCrunch
  • AdCrunch
  • BC Scholars
  • Digital
  • Entrepreneurship
  • Experiential Articles
  • I Am Just Saying
  • Downloads
  • Jobs

Main Menu

  • Home
  • News
    • Top Stories
    • Agency News
    • Brand News
    • Events in Pictures
  • Business
  • Interviews
  • opinions
  • People
  • Brand Talk
  • Promotions
    • Consumerism
  • School4Scetptics
  • Sports Marketing
  • Marketing Et Cetera
  • The Art of Impact
  • About BrandCrunch
  • AdCrunch
  • BC Scholars
  • Digital
  • Entrepreneurship
  • Experiential Articles
  • I Am Just Saying
  • Downloads
  • Jobs

logo

Header Banner

BrandCrunch Nigeria

  • Home
  • News
    • Top Stories
    • Agency News
    • Brand News
    • Events in Pictures
  • Business
  • Interviews
  • opinions
  • People
  • Brand Talk
    • managers

      Experimental Advertisement, De- marketing and Matters Arising

      June 1, 2022
      0
    • Innovating on the go ...thinking without the box

      October 10, 2021
      0
    • Ahmed Musa

      Branding & Marketing Lessons from the Unveiling of Ahmed Musa Super Eagles ...

      May 3, 2021
      0
    • radio stations

      Cultural Relevance and Relatability in Advertising

      February 21, 2021
      0
    • AfCFTA , Africa Development and Governance in Africa - By Michael Umogun

      January 2, 2021
      0
    • Corporate governance

      Survival of MSMEs During Uncertain Climes: The Role of Corporate Governance

      July 27, 2020
      0
    • SACHET

      Welcome to the Year of the Sachet

      June 24, 2020
      0
    • partner

      Partner Mobile Unveils EV1 Smartphone, Supports 4G LTE, A I

      February 18, 2020
      0
    • brand success

      Brand Success in 2020

      January 31, 2020
      0
  • Promotions
    • Consumerism
  • School4Scetptics
  • Sports Marketing
  • Marketing Et Cetera
  • The Art of Impact
  • Old Brands Need to Stop Dyeing Their Hair

  • MTN Announces 2022 Edition of mPulse Spelling Bee Competition

  • MTN Partners SME Capacity Building Providers to Make Learning More Affordable

  • IYD 2022: 9mobile Advocates More Youth Representation in Society

  • Seven months of rewarding customers in the Stanbic IBTC Reward4Saving promo draws

  • Terra Academy for the Arts opens call for entries to empower over 65,600 Nigerian Youths

  • Coca-Cola kicks off Believe and Win Under the Crown Promo to excite consumers with over N400 million in rewards

  • Five Easy Ways To Vote For Your Favourite BBNaija Level Up Housemate

  • Alliance for Youth Nigeria Empowers Over 11,000 Young Nigerians in One Year

  • Old English Supermarket Opens New Outlet

Agency NewsBusiness
Home›Agency News›WPP Wins Coca-Cola’s $4 Billion Creative Account

WPP Wins Coca-Cola’s $4 Billion Creative Account

By BrandCrunchNG
November 8, 2021
1107
0
Share:
Coca-Cola _JMII

WPP has emerged victorious from one of the largest pitches of the year as Coca-Cola hands the lion’s share of its $4 billion account to the holding company.

Coca-Cola on Monday confirmed that WPP will be its “global marketing network partner” operating under a bespoke unit called OpenX. The team will manage creative, media, data and marketing technology across Coca-Cola’s entire portfolio of brands and its global ventures, including Costa and Innocent.

In a press release, Coca-Cola described the relationship with WPP as “unprecedented” in its breadth and depth, as well as for the industry “given its geographical scale and reach.” The relationship will kick off effective immediately.

“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,” said Manolo Arroyo, global chief marketing officer for The Coca-Cola Company, in a press statement. “I am delighted to be partnering with WPP as we accelerate our marketing transformation.”

He added: “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.”

Mark Read, CEO of WPP said: “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.”

Dentsu was named a “complementary media partner” on the account, driving media in certain geographies where it has expertise. Sources told Campaign US that these markets are Japan and Korea.

“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.”

Coca-Cola’s agency roster will also include an “open-source” creative model that allows the company to tap into the world’s best creators. According to a Coca-Cola spokesperson, this means the brand”will tap into creative talent across a variety of sources: agencies that are part of holding companies; large and small independents; or individuals and freelancers, including online creators.”

The pitch, which kicked off last December, was one of the biggest prizes of the year for holding companies looking to consolidate their business with large, global clients. All of the major holding companies, including WPP, IPG, Dentsu, Publicis participated.

The loss is a blow for IPG, which held about 30% Coca-Cola’s business including its entire U.S. media buying account, worth roughly $400 million. IPG’s UM won the account in 2015.

“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.”

WPP previously held about 30% of the Coke account globally, making the win a major retention for the holding company as well. It is understood that Publicis, which was in the final shootout for the account but was not a major incumbent, will continue to work on some projects for the brand.

“I want to particularly recognize the work performed by the other finalist, Publicis Groupe,” Arroyo said in a statement. “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. 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.”

The review spanned more than 200 countries and included Coca-Cola’s creative, media, mar tech, production management, shopper and experiential marketing businesses. At the time, a Coca-Cola spokesperson described the pitch as “a complete redesign of our media and creative agency models in an effort to align the strategic, operational and commercial needs of our new, networked organization.”

“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,” Arroyo said. “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.”

Facebook Comments

Share this:

  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
TagsCoca-ColaWPP
Previous Article

Kucheza Gaming teams up with HP Gaming ...

Next Article

Ayoba Reaches Three Million Monthly Active Users ...

0
Shares
  • 0
  • +
  • 0

Related articles More from author

  • cola
    BrandNews

    Nigeria Consumer And The Cola Market, How Volume Is Winning

    January 28, 2021
    By Lekan Ajayi
  • WPP bribery
    Agency News

    WPP agrees $19m payment to SEC over bribery claims

    September 27, 2021
    By BrandCrunchNG
  • Environmental Development
    Promotions

    World Cleanup Day: Coca-Cola Partners NGOs, Recovers Over 900kg of Plastic Waste

    September 25, 2020
    By BrandCrunchNG
  • NBC Sustainability report_Water projects
    BrandNews

    CSR: NBC Inaugurates Water Projects, Education Facilities in Kano

    August 27, 2019
    By O'Lekan Babatunde
  • Youth Empowered Workshop
    BrandNewsPromotions

    Youth Empowered Workshop: NBC Empowers 700 Youths in Port Harcourt

    November 16, 2017
    By Lekan Ajayi
  • BrandNews

    NBC Thanks Consumers, Other Stakeholders as CPC Report Confirms Fanta, Sprite Compliant with Regulatory Standards

    April 20, 2017
    By O'Lekan Babatunde

Recent Stories

  • August 16, 2022

    Old Brands Need to Stop Dyeing Their Hair

  • August 15, 2022

    MTN Announces 2022 Edition of mPulse Spelling Bee Competition

  • August 15, 2022

    MTN Partners SME Capacity Building Providers to Make Learning More Affordable

  • August 15, 2022

    IYD 2022: 9mobile Advocates More Youth Representation in Society

  • August 15, 2022

    Seven months of rewarding customers in the Stanbic IBTC Reward4Saving promo draws

  • August 15, 2022

    Terra Academy for the Arts opens call for entries to empower over 65,600 Nigerian Youths

  • August 14, 2022

    Coca-Cola kicks off Believe and Win Under the Crown Promo to excite consumers with over N400 million in rewards

 

 

 

Sponsored Ad

http://www.consumersvalueawards.com

logo

BrandCrunch.com.ng is a revolution in reporting and analyzing brands & marketing, marketing communications’ activities, issues and allied subjects and the industry generally.

It is a solely web based platform that offers you news, features and up-to-date happenings in the industry real time, on-line, as they unfold.

Our Contact Details

14, Seriki Aro Avenue
Off Obafemi Awolowo Way,
Ikeja, Lagos, Nigeria
Tel: 234-1-803-348-7815
Inquiries: info@brandcrunch.com.ng
  • Recent

  • Popular

  • legacy

    Old Brands Need to Stop Dyeing Their Hair

    By Toheeb Dele-Balogun
    August 16, 2022
  • MTN Announces 2022 Edition of mPulse Spelling Bee Competition

    MTN Announces 2022 Edition of mPulse Spelling Bee Competition

    By BrandCrunchNG
    August 15, 2022
  • capacity

    MTN Partners SME Capacity Building Providers to Make Learning More Affordable

    By Lekan Ajayi
    August 15, 2022
  • 9mobile

    IYD 2022: 9mobile Advocates More Youth Representation in Society

    By BrandCrunchNG
    August 15, 2022
  • The Roadmap: How to Start and Plan a Digital Marketing Strategy

    By O'Lekan Babatunde
    September 27, 2017
  • 5Alive

    Coca-Cola Unveils Additional Variants to the 5Alive Family In Nigeria

    By Lekan Ajayi
    December 7, 2017
  • Heineken_phenomenal

    Heineken Ad Flops, Brand Accepts It Misses the Mark

    By O'Lekan Babatunde
    March 27, 2018
  • Etihad Aviation Group Names Tony Douglas as New CEO

    By Lekan Ajayi
    September 28, 2017

Follow us


Our investigations of different brands led us to a site called casinoexpressindia.com. This website has positioned itself as a solid and helpful platform for those interested in online casino India entertainment. They have created solid, and helpful content, intended to help out newcomers and experienced gamblers alike.

  • Home
© Copyright 2017 BrandCrunch.com.ng. All rights reserved.