WPP is expected to retain Coca-Cola’s global media, data and technology business, while opting out of the review for the beverage giant’s North America media account, according to media reports.
The development comes nearly five years after Coca-Cola appointed WPP to manage its creative, media, data and marketing technology operations for around 200 brands under a dedicated unit, Open X.
WPP’s share of the Coca-Cola business was reduced in early 2025 after Publicis Groupe was appointed to handle the company’s North America media account. WPP, however, continues to manage Coca-Cola’s global creative and PR responsibilities.
The latest development follows Publicis Groupe’s win of PepsiCo’s global media account. Coca-Cola subsequently initiated a review of its North America media mandate, which is currently handled by Publicis.
While WPP is not expected to participate in the North America pitch, Coca-Cola is reportedly in discussions with Omnicom and Dentsu for the business. Dentsu already works with Coca-Cola in Japan and South Korea, markets that were excluded from the global review.
If WPP retains the wider global business, the outcome would preserve the agency group’s longstanding relationship with Coca-Cola while the advertiser evaluates its media setup in the key North American market.