Adweek Podcast: WPP’s Open X Model Is Making Marketing Magic for Coca-Cola
In 2021, Coca-Cola handed WPP its $4 billion ad account. At the time, it gave new bespoke agency Open X a brief to change its marketing output from a "majority analog to 60% digital" and curate more live experiences. With the recent debut of Coca-Cola's "Foodmarks" campaign--which spotlights locations that are culturally relevant for the...
In 2021, Coca-Cola handed WPP its $4 billion ad account. At the time, it gave new bespoke agency Open X a brief to change its marketing output from a "majority analog to 60% digital" and curate more live experiences. With the recent debut of Coca-Cola's "Foodmarks" campaign--which spotlights locations that are culturally relevant for the...
