In 2021, Coca-Cola handed WPP its $4 billion ad account.

At the time, it gave new bespoke agency OpenX a brief to change its marketing output from a “majority analog to 60% digital” and curate more live experiences.

With the recent debut of Coca-Cola’s “Foodmarks” campaign — which spotlights locations that are culturally relevant for the brand in partnership with Time Out — it’s clear OpenX understood the assignment.

This week, Coke’s vp of creative strategy and content, Islam ElDessouky, and Ogilvy’s global client lead, Liam Parker, join Adweek community and brand editors Luz Corona and Rebecca Stewart to discuss the year-long road to “Foodmarks”.

They also spoke about how the work speaks to Coke’s wider marketing ambitions and gave an insight into how the OpenX model is performing for the brand.

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