WPP Open X, the dedicated agency for The Coca-Cola Company, has appointed Amelia Torode as its new chief strategy lead for Europe. She returns to WPP after having spent time there as a marketing fellow in her early career.
Starting effective immediately, Torode will report into global chief strategy officer Chris Binns and will work across all five brands of the Coca-Cola portfolio in what is a pivotal year for the firm, which is sponsoring both the 2024 Olympics and Euro 2024.
Open X’s remit covers Coca-Cola’s activity across all 195 of its markets, with the agency’s campaigns spanning the entirety of the company’s family of brands. The partnership also encompasses key global tent-pole moments centred around Coca-Cola’s sponsorship of FIFA events.
“Amelia is a unique multi-disciplinary talent and one of the most interesting thinkers in our industry – she has energy, ideas and an infectious optimism needed for the next chapter of this transformation journey in a pivotal year for Europe, where we’re gearing up for a year of unforgettable experiences with the Paris 2024 Olympics and UEFA EURO 2024 this Summer,” Binns said.
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“We’re working on creating brave and boundless consumer experiences that connect with culture and communities to propel this great family of brands forward. We can’t wait to see Amelia becoming a driving force that accelerates our approach to modern marketing across WPP Open X.”
Since initially leaving WPP in 2000, Torode has gone on to hold senior roles at a wide range of top international agencies such as VCCP, TBWA London and Ogilvy.
Torode added: “I love working with smart thinkers at the cutting edge of ideas and innovation. WPP Open X is creating a new model of marketing, which is accelerating change and transforming this group of iconic brands.
“It’s a unique and exciting opportunity to join a team that’s delivering creativity at scale, while also connecting with local cultures and creating enjoyable and participative consumer experiences grounded in insight.”
