Coca-Cola Retains WPP Globally for Media and Selects Omnicom for North America

The Coca-Cola Company announced the conclusion of its global marketing operating system review, confirming it will retain WPP Open X as its global media partner, excluding North America, Japan, and South Korea. The company explained that the selection reflects its commitment to building a marketing ecosystem powered by data, technology, and artificial intelligence.

The company selected Omnicom as its media partner in North America, to work closely with WPP StudioX, while Dentsu continues managing media in Japan and South Korea, a scope that was not included in the current review. WPP Open X remains the company's global creative partner, a role that was also not part of the review.

Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer at Coca-Cola, stated that the goal of the process was to ensure having the right partners, capabilities, and operating model to continue leading in a fast-changing marketing landscape. He added that the outcome reinforces confidence in the strength of the global marketing ecosystem and positions the company to accelerate growth through a deeper understanding of the consumer and greater agility.

Since the creation of Open X in 2021, WPP has played a pivotal role in modernizing Coca-Cola's marketing approach across more than 200 countries and territories, according to the statement. The new structure will be implemented in phases starting December 1.

What Do These Terms Mean?

Open X: A unit within WPP Group that brings together media, data, and technology services to serve a single client, operating as an integrated team rather than separate agencies.

Media Buying: The process of negotiating and purchasing advertising space across various channels at the best price, from television to digital platforms.

Consumer Data: Information collected about buyers' behavior and interests, used to direct advertising and measure its results.