WPP is expected to retain Coca-Cola’s global media, data and marketing technology business, while the agency group is not expected to participate in the review of the beverage giant’s North America media account, according to media reports.
Coca-Cola appointed WPP nearly five years ago to handle creative, media, data and marketing technology for about 200 brands through its dedicated Open X unit.
The agency group’s role was reduced in early 2025 after Coca-Cola appointed Publicis Groupe to manage its North America media business. WPP, however, continues to handle Coca-Cola’s global creative and public relations work.
Coca-Cola subsequently began reviewing its North America media account, which is currently handled by Publicis Groupe.
WPP’s expected retention of the global business comes after Publicis Groupe was awarded PepsiCo’s global media account, a development that prompted Coca-Cola to reassess its North America media arrangements.
Coca-Cola is also understood to be in discussions with Omnicom and Dentsu over the North America media business.
Dentsu already works with Coca-Cola in Japan and South Korea, two markets that were excluded from the global media review.
The North America review is separate from WPP’s broader global relationship with Coca-Cola, which spans creative, media, data, technology and public relations.
