WPP to Retain Global Media Business from Coca-Cola Amid North America Review

The relationship between WPP and Coca-Cola is getting an update. According to reports, WPP will retain the beverage giant's global media, data, and technology business while opting out of its North America review. This would preserve a significant portion of their five-year-old relationship.

Coca-Cola initially appointed WPP in 2021 to handle these functions across roughly 200 brands. The agency group then created Open X, a dedicated unit for the account. However, the partnership shifted in early 2025 when Coca-Cola moved its North America media account to Publicis Groupe, taking a substantial chunk of the business away from WPP.

WPP continues to handle Coca-Cola's global creative and public relations work. If the reported outcome holds, the agency group would retain its broader global media relationship while leaving the North America assignment on the table.