Coca-Cola has renewed its global marketing agreement with WPP’s Open X, continuing the relationship that began in 2021. This move comes shortly after the company reassigned its $700 million North American media account to Publicis.
As reported by The Drum, the decision to renew was made without a formal pitch. Coca-Cola chose to keep building on the existing framework.
Open X Continues Despite Media Reassignment
The original deal was one of the largest agency consolidations in recent memory. Coca-Cola reduced its roster of more than 6,000 agency partners and moved its entire global marketing business to WPP. The goal was to streamline efforts and align brand messaging across 200 brands and nearly 200 global markets.
Even after the North America transition, WPP says the Open X structure remains fully intact. Speaking with The Drum, WPP’s chief growth officer Laurent Ezekiel said that collaboration with partners, including Publicis, is built into the model. WPP continues to work with Coca-Cola on volume growth, creative development, and long-term brand integration.
Major Campaigns and Studio X Expansion
The renewed contract follows a string of successful campaigns created under Open X. These include the “Recycle Me” campaign that earned Coca-Cola its first Cannes Lions Grand Prix in over a decade, and the “Athletes’ Code” work for Powerade, which made the Titanium shortlist at Cannes 2025. Another notable project, “Shadows,” featured dramatic outdoor displays focused on the Coca-Cola glass bottle.
These campaigns were supported by Studio X, a network of nine creative studios around the world. These locations bring together WPP employees, Coca-Cola teams, and partner staff to create region-specific content and assets.
Ezekiel described the Studio X environment as a fully integrated workspace that team members no longer want to work without.
AI Integration Reshapes the Relationship
Since the original Open X agreement, generative AI has become a core part of how Coca-Cola and WPP operate together. According to Ezekiel, most recent campaigns have included some form of AI support. Last year’s holiday campaign featured an AI-generated Santa character and personalized digital holiday cards.
While some AI work received mixed reactions, platforms like System1 reported that the Christmas ad was one of Coca-Cola’s most effective in years.
This AI focus is not about cutting costs. Instead, Ezekiel emphasized that the priority is impact. The conversation with Coca-Cola during contract negotiations centered on how AI can scale ideas more effectively and generate stronger returns from the same level of marketing spend.
This shift reflects a broader change in how creative agencies are evaluated and compensated.
Strategic Value Over Time
The partnership’s first two years focused on transferring operations and building the foundation. That included integrating media, creative, production, commerce, data, and technology. More than 60 campaigns from the partnership were submitted to Cannes Lions this year.
Coca-Cola CEO James Quincey has repeatedly highlighted the value of the marketing function in earnings calls. Marketing Dive noted that the brand continues to invest heavily in innovation, especially in AI. Despite the media shift to Publicis, Coca-Cola reaffirmed its confidence in WPP’s Open X structure.
By prioritizing performance, collaboration, and creative agility, Coca-Cola and WPP are positioning this renewal as more than a contract extension. It signals a long-term commitment to a model that can scale globally while remaining responsive to local needs.
