• WedgeLocal creative + cultural insights — global brand platforms need TW-specific cultural codes (night market, betel-nut culture, 'aiyo' moments) that Wieden/global creative can't deliver
• WhyGlobally Coca-Cola consolidated with WPP Open X (2021 renewal, again 2024) — but Taiwan creative/digital has historically sat with Leo Burnett Taiwan (Publicis), McCann Worldgroup (IPG) for creative, and Starcom (Publicis) for media — NOT WPP locally. This is the classic 'global WPP / local mixed' pattern.
• Who ·

1. W1Local creative + cultural insights — global brand platforms need TW-specific cultural codes (night market, betel-nut culture, 'aiyo' moments) that Wieden/global creative can't deliver
2. W2AI-powered shopper marketing for the Swire trade activation layer — bridge brand and retail in real time
3. W3Convenience-store channel intelligence — TW has world's highest CVS density; data-driven CVS-specific creative is a wedge that beats global-template execution
4. W4Bottler vs. brand-owner alignment — Venture AI Agency could serve as the connective tissue between Swire's trade ops and TCCC's brand team

• Globally Coca-Cola consolidated with WPP Open X (2021 renewal, again 2024) — but Taiwan creative/digital has historically sat with Leo Burnett Taiwan (Publicis), McCann Worldgroup (IPG) for creative, and Starcom (Publicis) for media — NOT WPP locally. This is the classic 'global WPP / local mixed' pattern.
• Coca-Cola moved its North America media OUT of WPP to Publicis in early 2025, signalling that the WPP global relationship is contestable even in core markets.
• Taiwan operating entity is Swire Coca-Cola (bottler) — marketing decisions split between TCCC (brand) and Swire (trade/shopper), creating a multi-decision-maker complexity that local independents can wedge into.
• No public Taiwan-side WPP AOR confirmation in last 5 years — the WPP global mandate likely flows through Hogarth/global production rather than a TW media shop relationship.

• Tzuhui LeeTrade Marketing Manager, Swire Coca-Cola Taiwan

  since unknown

  Trade marketing lead on Taiwan team. Marketing dept is small (~11 ppl) — Coca-Cola Co. brand marketing comes from regional/global. Swire is the bottler/operating entity in TW.

  Source ↗
• Phuong NhamRegional Marketing Director, ASEAN & South Pacific, The Coca-Cola Company

  since 2024

  Taiwan sits under APAC OU (not ASEAN & South Pacific) but illustrative of TCCC's regional marketing model — local TW marketing reports up through Greater China / APAC.

  Source ↗

Brand marketing dictated globally / regionally (TCCC APAC OU); local Taiwan execution split between Swire (trade/shopper) and TCCC's small Taiwan brand team. Heavy on global brand platforms (Real Magic, Marvel collabs) localised with TW-relevant tactics (CVS, night markets, Ximending OOH). Creative talent has come from Publicis (Leo Burnett TW) and IPG (McCann) — not WPP locally.

• Coca-Cola x Marvel2024 · in-house/global creative (with local Swire activation) · OOH + retail activation

  Marvel hero x Coca-Cola vending machine in Ximending; in-store cooler stickers in competitive CVS channel.

  Source ↗
• BBQ / Hot Pot dining activation2024 · Swire trade marketing in-house · Field/trade activation

  177 staff visited 300+ BBQ & hot pot restaurants across 10 districts to drive on-premise placement.

  Source ↗

Don't position against WPP global — Coke globally just renewed WPP Open X in 2024 (despite NA loss). Pitch as 'local agility layer' that complements rather than displaces. Avoid claiming you can do global brand work; pitch TW-specific shopper, social, CVS, and Swire-side trade marketing.

• PepsiCo Taiwan
• Uni-President Black Tea / Tea Drinks
• Heysong (黑松)
• Suntory Taiwan
• Vitalon

• ? Who currently holds TW media planning for Coke — is Starcom still incumbent, or has it shifted to a WPP shop post-2021 global deal?
• ? Has Leo Burnett TW retained the digital creative scope it won in 2012?
• ? Does Swire run its own trade marketing agency roster separately from TCCC?
• ? Who is the current TCCC Taiwan country marketing manager (named role)?