The decision reshapes Coca-Cola’s global agency structure, with WPP continuing across most international markets while Omnicom takes charge of media in the US and Canada.
In a significant development in the global advertising industry, Coca-Cola has retained WPP Open X as its media partner across most international markets, while appointing Omnicom to handle its North American media business. The decision follows a review of the beverage giant’s global marketing operations, with the new arrangements set to roll out in phases from December 1, 2026.
Under the revised structure, WPP Open X will continue managing Coca-Cola’s media business globally, excluding North America, Japan and South Korea. Dentsu will retain its media responsibilities in Japan and South Korea, markets that were outside the latest review. WPP will also continue as Coca-Cola’s global creative partner, a remit that was not part of the review.
For Omnicom, the North American appointment marks a major win, covering the US and Canada. The group replaces Publicis Groupe, which took over Coca-Cola’s North American media planning and buying business from WPP in 2025. The latest change comes after Publicis secured PepsiCo’s global media account in September 2026, prompting its withdrawal from Coca-Cola’s North American business.
Coca-Cola said the review focused on finding the right partners, capabilities and operating model to drive growth, strengthen consumer connections and accelerate the use of data, technology and artificial intelligence. The company also highlighted WPP’s capabilities in modern media, data, creators, commerce and retail media, including its Open Intelligence offering.
The new arrangement reflects Coca-Cola’s push towards a more connected marketing ecosystem, combining global scale with market-specific expertise. For the agency industry, it marks another major shift in the contest for multinational media accounts, where technology, data and integrated consumer experiences are increasingly central to winning and retaining business.
