Coca-Cola's global media shake-up leaves WPP holding the lion's share

WPP has emerged with the bulk of Coca-Cola's global media business following a major agency review, retaining the account across most international markets while Omnicom takes over in North America.

Coca-Cola confirmed WPP Open X will retain its media business across most of Asia Pacific, with Dentsu continuing to handle Japan and South Korea. Across Australia and New Zealand, Coca-Cola's media business remains within WPP Open X, with EssenceMediacom continuing its involvement in the account.

The decision is a significant result for WPP, protecting one of the advertising industry's most coveted global accounts at a time when the major holding companies are battling to defend client relationships and demonstrate their capabilities in data, technology and AI.

It also brings another chapter of the global agency merry-go-round to a close, following PepsiCo's decision to appoint Publicis Groupe as its global media partner in September.

Coca-Cola said the latest review was about more than who buys its advertising. The beverage giant said it had completed a review of its global marketing operating system, assessing the partners and capabilities needed to drive growth, strengthen consumer connections and accelerate the use of data, technology and AI.

"We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape," Manolo Arroyo, Coca-Cola's executive vice president and chief marketing and customer commercial officer, said.

"The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies."

WPP first secured the global relationship in 2021, establishing Open X as a dedicated marketing operation bringing together creative, media, data and technology capabilities across more than 200 countries and territories.

Coca-Cola credited WPP's performance during the review, particularly its investment in connected technology, data and creator capabilities.

"WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities," Arroyo said.

He singled out Open Intelligence, WPP's data offering, citing results from Coca-Cola's FIFA World Cup 2026 activation.

The company also pointed to WPP's work in creators, commerce and retail media, supported by its WPP Open technology platform. WPP Open X will also continue as Coca-Cola's global creative partner, a relationship that was not part of the latest review.

Omnicom takes North America

While WPP retains the majority of the international business, Omnicom has secured the North American media account.

Coca-Cola said the appointment reflects the need for a more integrated regional operating model, bringing media, data, CRM, loyalty and creator capabilities together.

The company wants its North American business to move beyond channel-based advertising execution towards more connected consumer experiences.

The result comes amid considerable movement in global media agency relationships, with PepsiCo's appointment of Publicis Groupe adding another major account to the industry's reshuffling of responsibilities.

Coca-Cola's decision puts data infrastructure, AI, commerce and the ability to connect creative and media operations firmly at the centre of its future marketing model.

"Our review was about designing the future of our marketing organization," Arroyo said.

"The best marketing systems are built when you combine the best marketing talent with the right partnerships."

The new agency arrangements will be implemented in phases beginning 1 December 2026.