WPP Poised to Retain Coca-Cola Global Media Business Amid Review

WPP is likely to retain Coca-Cola's global media, data, and technology business after a review of its North America account. The move follows a reduction in WPP's share of the business early this year, when Coca-Cola appointed Publicis Groupe for its North America media account.

Coca-Cola initially appointed WPP nearly five years ago to manage creative, media, data, and marketing technology for around 200 brands under a dedicated unit called Open X. WPP will continue to oversee the company's global creative and PR efforts.

The company is currently in discussions with Omnicom and Dentsu for its North America media business, which was excluded from the global review along with Japan and South Korea markets where Dentsu already works with Coca-Cola.