The multinational Coca-Cola will hand over its global communications to WPP with an eye on the customer. The company announces that WPP will be its new marketing partner, as part of a strategy to implement a long-term growth-oriented model for all its portfolio brands, which goes far beyond Coca-Cola.

According to a specialized news site, the partnership spans more than 200 countries and territories, bringing to life an integrated approach in hopes of transforming and modernizing Coca-Cola's business, with marketing and innovation as pillars.

"Consumers respond to an entire experience. They don't separate the message from the medium. And that's why we have designed a truly client-centric and silo-free agency model," explains Manolo Arroyo, Coca-Cola's Global Chief Marketing Officer. In a press release, he adds that this model is based on a fluid and frictionless integration of bold and creative ideas, which should be amplified with the help of different media and data.

In practice, the new model rests on four pillars: one global partner, WPP manages all creative, media, data and marketing technology for the entire portfolio; a complementary media partner for selected markets; a set of agencies that will contribute ideas regardless of their location; and a common data and technology platform that connects all marketing teams.

"It is unparalleled in our industry in terms of breadth and depth of capabilities and reflects the scale and reach of WPP around the world," says Mark Read, CEO of WPP, stressing that this was the largest pitch ever.