Coca-Cola Retains WPP as Global Media Partner After Review

Coca-Cola has decided to retain WPP as its global media partner after a major review of its agency arrangements. The partnership, which began nearly five years ago, covers over 200 countries and territories. WPP established Open X, a bespoke operation bringing together creative, media, data, and marketing technology for Coca-Cola's portfolio.

The relationship was tested in 2025 when Publicis won Coca-Cola's media account in the US and Canada from WPP. However, after Publicis was appointed PepsiCo's exclusive lead global media partner earlier this month, it withdrew from Coca-Cola's global review, leaving WPP in a stronger position to retain the international business.

Coca-Cola reported $5.4 billion in advertising expenses for 2025, up from $5.1 billion a year earlier. The company launched its latest global review earlier this year as the original five-year WPP partnership approached its renewal cycle.