Coca-Cola Company known for its soft drinks has partnered with Global Marketing Network Partner with a company named WPP that will play an important role in executing its new marketing model and strategies that are built with a motive to drive into long-term growth for the portfolio of the whole company and also the brand in more than 200 countries and territories.
This is Coca-Cola’s new, integrated agency model which is an aggressive agenda that has come up to transform and modernize marketing with their new innovative ideas and keep up innovation as key for the company’s profitable growth.
Manolo Arroyo, global chief marketing officer for The Coca-Cola Company, said, “our customer’s entire experience response is what matters us the more – they don’t separate the message from the medium – and that’s the main reason why we’ve designed this agency model to be truly consumer-centric.
The four major components of this new agency are:
1. This is a Marketing Network that is known globally and has been partnered to manage to be more creative in media, data, and marketing technology, across the whole portfolio.
2. The company has a Complementary Media Partner that will bring differentiated capabilities in select markets.
3. A Roster that is strategic will be provided for the approved agencies to provide access to the best creative minds irrespective of their location.
4. The company is provided with a c data and technology platform that is common for everyone which will enable connectivity with the
marketing teams of five global categories and nine operating units.
Global Marketing Network Partner
The depth of this partnership is a big thing for Coca-Cola and is expected to be a transformation of marketing effectiveness and efficiency.
It is also unknown for the industry, given its scale and geographical reach in more than 200 countries and territories; the company’s five-category beverage portfolio; and Global Ventures, including innocent and Costa.
Complementary Media Partner
The company has also revealed that there has a Media Partner which is a complementary named Dentsu that helps a few selected markets to help in bringing distinctive strengths.
Coca-Cola will also ensure that it has access to the world’s best creators through the development of an open-source creative model.