The Coca-Cola Company has initiated a global review of its media operations across most of its major international markets, setting up a contest between incumbent WPP Open X and Publicis Groupe as the beverage giant looks to modernise its marketing ecosystem.
The review, which spans media, data science and technology capabilities, is being managed by independent consultancy Mediasense. According to the company, the process is aimed at reshaping how Coca-Cola engages consumers by moving beyond traditional media planning towards more technology-driven and AI-enabled approaches.
"As part of the design work, we will be conducting an agency partner capability review process with WPP and Publicis focused on media, data science and technology involving most of our top markets around the world," a Coca-Cola spokesperson said.
The review excludes North America, where Publicis assumed responsibility for Coca-Cola's media business in 2025, as well as Japan and South Korea, where the company works with Dentsu.
Coca-Cola's partnership with WPP Open X began in 2021 following WPP's victory in the company's global marketing review. The current assessment coincides with the renewal cycle of that five-year agreement.
"This review coincides with a contract renewal cycle following the start of our five-year partnership with WPP Open X, which has helped to modernise our marketing approach and deliver significant business value," the spokesperson added.
Global creative and public relations responsibilities are not included in the review and will remain with WPP Open X.
Responding to the development, a WPP spokesperson said the agency group remained confident in its relationship with Coca-Cola and its ability to support the company's future ambitions.
"The upcoming five-year contract renewal process coincides with Coca-Cola's Next Chapter initiative, and we will continue to transform our capabilities in lockstep with them," the spokesperson said.
"We welcome the opportunity to demonstrate how our integrated media, data science and agentic technology solutions can continue to drive growth across Coca-Cola's key global markets."
In Australia, Coca-Cola's media account is currently handled by EssenceMediacom under the WPP Open X model.
Publicis secured Coca-Cola's North American media business last year, a mandate estimated to be worth approximately US$785 million. Globally, the company's annual advertising expenditure is reported to exceed US$4 billion.
When Coca-Cola renewed its partnership with WPP earlier this year, Chief Marketing Officer Manuel Arroyo highlighted the role the agency group had played in the company's marketing transformation.
A decision on the global media review is expected later this year.
