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WPP will become the global marketing network partner for Coca-Cola, for which it’s been tasked with ensuring growth of the company’s brand portfolio after the holding company won a massive pitch against rivals IPG, Dentsu and Publicis Groupe.
The appointment means the world’s largest parent company of agencies will generate work across more than 200 countries and territories as part of Coke’s strategy to “modernize” its marketing and drive new revenue.
The Coca-Cola Company spent $2.78 billion on advertising in 2020, down from $4.25