MediaCom becomes The Coca-Cola Company’s global media agency as part of WPP’s OpenX team

WP Px Coke

After one of the largest pitches in 2021, WPP has been named as The Coca-Cola Company’s Global Marketing Network Partner as part of a relationship that will span more than 200 markets around the world. The company put together experts across creative, media, and data as part of a bespoke team, called OpenX, to win the global task. That team has now been briefed to become a catalyst for the transformation of Coca-Cola’s marketing effectiveness and efficiency and will start its work on 1 January, 2022. MediaCom will be the global media agency for OpenX, covering all markets except Korea and Japan.

Following an intense pitch process, which kicked off in December last year, WPP has been chosen as Coca-Cola’s global marketing network partner. About the win, Nick Lawson, CEO of MediaCom, says, “This is a fantastic effort by our teams over a nine-month pitch who helped demonstrate what MediaCom stands for as a media agency: A brilliant group of talented, inquisitive, creative, and inclusive people that will help them see the bigger picture and drive transformation for the company.”

When asked about the local market, Ashish Williams, CEO of MediaCom SA, says: “The localisation of global campaigns will be a crucial part in MediaCom’s role to ensure this well-recognised global brand remains true to its individual roots in each country, including South Africa.”

Adding to this sentiment, Claudelle Naidoo, MediaCom SA’s Managing Director, says that she believes that MediaCom SA’s localised insights will allow for unparalleled connected consumer experiences moving forward. “Our benchmark-setting systems, such as the recently launched Systems Acceleration, were all developed to be catalysts for localised brand transformation and growth. Our ability to take extremely complicated data sets and extract deep, authentic insights that can be strategically harnessed is a very powerful advantage to offer our clients.”

These words echo those of Manolo Arroyo, Global Chief Marketing Officer for The Coca-Cola Company. “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.” He adds that the 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 optimised real-time, at scale, as we learn from consumers.”

For MediaCom SA, the Coca-Cola brand joins an ever-expanding list of new business wins that were secured during 2020 and 2021, such as Mahindra, Bayer, and Uber.

Interested in more MediaCom news and company developments? Then follow MediaCom SA on LinkedIn or visit the MediaCom SA website.

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