Guillermo Vega wants to build a ‘new golden era of advertising’ for Coca-Cola
Continuing our Globalization Deep Dive, we catch up with Ogilvy’s global creative network lead to hear how he and the OpenX team plan on fulfilling WPP’s promises to its mega-client.
Guillermo Vega joined WPP’s OpenX team a month ago from Saatchi & Saatchi / Ogilvy
Coca-Cola is one of the biggest accounts on WPP’s books. The corporation spends around $4bn a year on marketing, much of it going through the holding company’s tangle of agencies. It’s so important to the group that, upon winning the business last November, it created a bespoke agency team called OpenX, which combines media, data and creative capabilities to serve the soda giant’s marketing needs.