Industry UpdatesLatest Stories
Coca-Cola retains WPP as global media partner, appoints Omnicom in North America
The review focuses on integrating media, data, CRM, loyalty and creator capabilities, with the new operating structure rolling out from December 1.
Social Samosa23 Oct 2026
15:59IST
New Update
The Coca-Cola Company has completed a global review of its marketing operating system, retaining WPP Open X as its global media partner across markets, except North America, Japan and South Korea. Omnicom has been selected to handle media in North America, while Dentsu will continue to manage media in Japan and South Korea.
WPP Open X will also continue as Coca-Cola’s global creative partner, a mandate that was not part of the current review. Dentsu’s media remit in Japan and South Korea was similarly outside the scope of the review.
The new structure will be implemented in phases beginning December 1.
“We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape,” said Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company. “The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies.”
WPP has worked with Coca-Cola since the creation of Open X in 2021, supporting its marketing operations across more than 200 countries and territories. The company said WPP’s performance during the review demonstrated its capabilities across media, technology and data.
“WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and capabilities,” Arroyo said. “Their data solution Open Intelligence builds on proven results from our FIFA World Cup 2026 activation across the world.”
WPP will continue to support Coca-Cola across media, creators and marketing, with its Open X ecosystem integrating data, technology and AI capabilities. The company also highlighted WPP’s work in creator marketing, commerce and retail media, as well as its approach to what it described as Systems of Influence.
Omnicom’s appointment in North America is intended to bring media, data, customer relationship management (CRM), loyalty and creator capabilities together within a connected operating model. According to Coca-Cola, the approach is aimed at moving beyond channel-based execution towards more integrated consumer experiences and supporting the marketing transformation of its North America operating unit.
“Our review was about designing the future of our marketing organization,” Arroyo said. “The best marketing systems are built when you combine the best marketing talent with the right partnerships. We are confident that this combination of global scale, local expertise, innovation and collaboration gives us exactly that.”
The review reflects Coca-Cola’s focus on aligning its agency partnerships with market-specific requirements while continuing to invest in data, technology and AI-enabled marketing capabilities.
Coca-Cola North AmericaCoca ColaomnicomWPP Open X
