⁨Coca-Cola keeps WPP globally and moves North America media to Omnicom⁩.

⁨Coca-Cola has finished its marketing review, keeping WPP Open X as global media partner and naming Omnicom for media in North America. Dentsu keeps Japan and South Korea, which were not part of the review.⁩

⁨WPP Open X stays as Coca-Cola's global creative partner too, which was also outside the review. Omnicom will work with WPP StudioX in North America, and the new set-up rolls out in phases from 1 December. Coca-Cola said the North America appointment is about bringing media, data, CRM, loyalty and creators into one system rather than buying by channel. Chief marketing officer Manolo Arroyo said the outcome gives the company global scale with local specialists.⁩

⁨The North America pitch came after PepsiCo moved its global media to Publicis in September. Publicis had been Coca-Cola's incumbent in the region; Reel 360 reports that WPP did not take part in that pitch, leaving Omnicom and Dentsu. Omnicom had handled PepsiCo media for about three decades and still works with PepsiCo on creative, PR and sports marketing, so it now serves both rivals in the US. Ad Age's 2026 Brand Report put Coca-Cola's estimated US ad spend at $2.2bn in 2025.⁩

⁨Neither company has given the value of the new contracts or said whether staff will move from Publicis. Coca-Cola has not said how the WPP and Omnicom teams will split creator and retail media work in North America.⁩

⁨For the Gulf, the headline is continuity. WPP Open X keeps Coca-Cola's media outside North America, Japan and South Korea, so the Middle East business stays where it is. Agencies in the region will be watching how WPP's Open Intelligence data product, which Arroyo credited in the World Cup 2026 work, shapes local planning.⁩