Observed Signal · Sep 17, 2026 · Agency Review · Source: Adweek · Impact: 4/5 · Sentiment: Positive
Agency & Consultancy Market: Coca-Cola CMO Reveals Criteria for Next Agency Partner
Coca-Cola's Chief Marketing and Customer Commercial Officer, Manolo Arroyo, outlined his agency selection criteria at ADWEEK's Brandweek conference. With the beverage giant's $4 billion global media, data, and tech account in review, Arroyo emphasized the need for deeper integration with creators/influencers, retail media, and strong capabilities in tying investment to sales. He noted the importance of shifting metrics from brand love to actions and consumption. Incumbent WPP is favored to retain the business, with Publicis Groupe withdrawing to focus on PepsiCo's account. The remarks signal a strategic focus on performance-driven marketing and commerce integration in the next agency partnership.
This news is highly relevant to the AdTech/MarTech ecosystem as it reveals the strategic priorities of a major global advertiser (Coca-Cola) during an agency review, which will influence how agencies structure their offerings around retail media, creator marketing, and performance measurement.
Key Takeaways & Evidence Grounding
- Coca-Cola's global media, data, and tech account worth $4 billion is in review.
- Coca-Cola CMO Manolo Arroyo said at Brandweek he prioritizes creator/influencer integration, retail media, and sales attribution in agency partners.
- WPP is the incumbent and favored to win the global account; Publicis Groupe withdrew from the pitch.
- Coca-Cola shifted its marketing metrics from brand love to consumption behavior.
- Arroyo's comments reflect a broader pivot towards performance-based and commerce-oriented marketing strategies.
Connected Companies & Entities
3 Entities mappedPublicis Groupe
Global advertising, media, consulting and data services group.
“Publicis Groupe out of the picture as it won PepsiCo's global media business....”
Coca‑Cola
Global beverage brand owner selling soft drinks and related beverages.
“Coca-Cola’s chief marketing and customer commercial officer Manolo Arroyo revealed what he expects from his agency partners....”
WPP
Global marketing services group with agencies, media operations and AI software.
“The beverage giant currently has its $4 billion global media, data, and tech account in review, with incumbent WPP favored to win....”
Ontology Mapping & Concepts
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