News & Insights

The Coca-Cola Company Names WPP as Global Marketing Network Partner Following Process Run by MediaSense

Following the launch in March this year, Coca-Cola’s Global Media Review has concluded with WPP appointed as Coca-Cola’s global marketing network partner – operating under a bespoke unit, OpenX. 

The OpenX team will manage creative, media, data and marketing technology across Coca-Cola’s entire portfolio of brands and its global ventures.  Dentsu retains business as ‘complementary media partner,’ and Coca-Cola will tap into an open-source model for creative services.

Ryan Kangisser, Managing Partner at MediaSense on the appointment: “It’s been a privilege to support Coca-Cola on such a transformational process, and to experience some of the best talent from around the world come together at such a crucial inflection point in the industry. All partners should be incredibly proud of the work produced and congratulations to WPP & Dentsu on their appointment.”

Further reading: The Coca-Cola Company / Ad Age / Campaign / Marketing Week / Ad Week / Media Post

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