Coca-Cola splits media accounts between WPP and Omnicom

Coca-Cola has restructured its global marketing operations, retaining WPP as its global media partner for most regions while appointing Omnicom to manage its media business in North America.

WPP will continue to serve as Coca-Cola’s global creative partner and handle media duties outside of North America, Japan, and South Korea. The company cited WPP’s data solutions, specifically its Open Intelligence platform, and its capabilities in AI, commerce, and retail media as key factors in the decision.

Omnicom’s new remit in North America will integrate media, data, customer relationship management, loyalty, and creator services. This appointment follows Publicis Groupe’s departure from the Coca-Cola North American account to manage PepsiCo’s global media business. The new organizational structure is scheduled to be implemented in phases starting December 1.