WPP OpenX

WPP's bespoke agency unit dedicated to The Coca-Cola Company; partnership renewed in May 2025

WPP Open X is WPP's dedicated, cross-agency team for The Coca-Cola Company. WPP formed it when Coca-Cola named WPP its global marketing network partner in November 2021, bringing creative, media, social, influencer, commerce, PR, data and technology talent from across WPP's agencies into one team for Coca-Cola. Coca-Cola renewed the partnership in May 2025; its CMO, Manolo Arroyo, called Open X the industry's first open-source marketing model. Laurent Ezekiel led Open X as CEO until September 2025, when he became its executive sponsor and Floriane Tripolino was named CEO. Open X worked alongside OpenAI and Bain on Coca-Cola's 2023 "Create Real Magic" generative-AI platform, but it is a client team, not an OpenAI practice.