Coca-Cola has confirmed it will continue to work with WPP’s Open X as a global marketing partner after moving its North American media account to Publicis Groupe late last year.

Chief marketing officer Manuel Arroyo shared the news in a post made to LinkedIn on Wednesday. “Since 2021, our unprecedented partnership with WPP Open X has delivered significant value to the company,”

In building and scaling “the industry’s first open-source marketing model”, Arroyo said the partnership had “significantly stepped up” Coca-Cola’s capabilities, “including scaling innovative solutions like Studio X, experimenting with AI to transform how we connect with consumers and becoming a stronger global network”. He also pointed to the work as key to the Coca-Cola’s recognition as Creative Brand of the Year at Cannes Lions in 2024, and as the most valuable global food and drink brand by Kantar.

WPP’s 2021 appointment saw Open X initially handed a consolidated remit across media and creative, though Coca-Cola split the account in December when it handed its North American media and data business to Publicis Groupe. Open X continues to handle creative for the brand globally, and holds media duties for all regions outside of Canada, Mexico, and the US.

“We are living a special moment in marketing at The Coca-Cola Company, and I’m glad to have WPP Open X on our team to help us create the future of marketing,” said Arroyo.