Coca-Cola launches global media review

Coca-Cola has launched a global review of its media, data science and technology business across most of its major markets.

The review is facilitated by consultancy Mediasense and is expected to see incumbent WPP Open X compete against Publicis Groupe for the account. In addition, it coincides with the renewal cycle of Coca-Cola's five-year partnership with WPP Open X, which began in 2021.

The review also comes after Publicis Groupe secured Coca-Cola's North American media account in 2025. MARKETING-INTERACTIVE has reached out to Publicis Groupe for comment.

In a statement, a WPP spokesperson said they are proud to serve Coca-Cola’s global network partner. "The upcoming five-year contract renewal process coincides with Coca-Cola’s Next Chapter initiative, and we will continue to transform our capabilities in lockstep with them," the statement said. 

"We welcome the opportunity to showcase how our integrated media, data science, and agentic technology platform and solutions will continue to drive future growth across their key global markets."  

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MARKETING-INTERACTIVE previously reported that Coca-Cola would continue working with WPP's Open X globally after partnering with Publicis Groupe for its North American media buying business.

At the time, Open X reflected on the partnership in a LinkedIn post, stating: "Over the past three years, we've pushed boundaries together, pioneering a new open-source marketing model, launching Studio X, and harnessing the power of AI to connect with consumers in bold, innovative ways."

Coca-Cola's global CMO Manuel Arroyo also highlighted the scaling of Open X, which he described as the industry's first open-source marketing model.

"We are living a special moment in marketing at The Coca-Cola Company, and I'm glad to have WPP Open X on our team to help us create the future of marketing," he said.

Coca-Cola first appointed WPP as its global marketing network partner in 2021, tasking the agency group with executing a new marketing model designed to drive long-term growth across its portfolio of brands in more than 200 countries and territories.

Operating under the bespoke Open X team, the partnership was designed to deliver end-to-end capabilities across creative, media and data. At the time, Coca-Cola described the scale and depth of the agreement as unprecedented for both the company and the wider industry, spanning its beverage portfolio as well as its global ventures. 

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