Category: In the News

WPP has retained its account with Coca-Cola, one its largest clients, according to the global beverage giant’s chief marketing officer Manuel Arroyo.

Writing on LinkedIn, the CMO said Coca-Cola had renewed its partnership with WPP and credited it with delivering “significant value” to the firm, which is one of the world’s largest advertisers.

“I’m happy to share that The Coca-Cola Company has renewed its partnership with WPP Open X as its global marketing partner,” he wrote. “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.”

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This week’s Future of TV Briefing looks at how Amazon and Netflix offer upfront advertisers more extensive cancelation options, which could affect how upfront dollars are allocated.

• Streamers’ upfront flex
• Streaming, YouTube gain more share of TV watch time
• CBS News chief exits, YouTube Shorts’ ad revenue milestone and more

Streamers’ upfront flex

Sports may be the main selling point in this year’s TV and streaming advertising upfront market, but cancelation options will be a key part of negotiations between buyers and sellers. And Amazon and Netflix appear to have an edge on that front.

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