Credit: James Yarema via Unsplash
Coca-Cola has launched a global media review covering most of its top markets, setting up a battle between incumbent WPP Open X and Publicis Groupe, AdNews can reveal.
The review covers media, data science and technology and will be facilitated by independent consultancy Mediasense.
A Coca-Cola spokesperson told AdNews the review is driven by a desire to modernise how it reaches consumers, moving away from traditional media planning toward technology-led approaches, including agentic tools.
"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," the spokesperson said.
The only markets excluded are North America, where Coca-Cola moved its media business to Publicis in 2025, and Japan and Korea, where it works with Dentsu.
Coca-Cola confirmed it began its relationship with WPP Open X in 2021 and its media work with Publicis in North America in 2025.
The review is tied to a contractual milestone.
"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 said.
Global creative and PR disciplines are not in scope and will remain with WPP Open X.
In Australia, Coca-Cola's media account sits with EssenceMediacom as part of the WPP Open X arrangement. Publicis took North America media, worth an estimated $US785 million, from WPP last year, but Coca-Cola's total global ad spend is reported to be more than $4 billion.
WPP won Coca-Cola's global marketing business in 2021, forming Open X to service the account across more than 200 countries.
Publicis finished second in that review. At the time of the partnership renewal earlier this year, Coca-Cola CMO Manuel Arroyo spoke positively of what the arrangement had delivered.
"We are living a special moment in marketing at The Coca-Cola Company, and I'm glad to have WPP Open X on our team to help us create the future of marketing," Arroyo said.
A decision on the review is expected later this year.
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