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 OpenX 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. OpenX 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.