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Coca-Cola appoints Omnicom for North America media, retains WPP Open X globally
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The Coca-Cola Company has selected Omnicom as its media partner in North America following a review of its global marketing operating model, reshaping its agency structure while retaining established partnerships across other markets.
Announced on 22 October 2026, the decision forms part of Coca-Cola’s broader effort to strengthen its marketing ecosystem through data, technology, artificial intelligence and closer connections with consumers.
Under the revised arrangement, Omnicom will manage media in North America and work closely with WPP StudioX. WPP Open X will continue as Coca-Cola’s global media partner outside North America, Japan and South Korea, while also retaining its role as global creative partner. Dentsu will continue handling media in Japan and South Korea, which were not part of the review.
The new structure will be implemented in phases beginning 1 December 2026.
A market-specific approach to media and marketing
The decision reflects Coca-Cola’s approach to aligning agency capabilities with the needs of individual markets while maintaining a connected global marketing framework.
For North America, the company plans to bring media, data, customer relationship management (CRM), loyalty and creator capabilities together within a more integrated operating model. The objective is to move beyond channel-by-channel execution towards connected consumer experiences that can support growth.
This approach places greater emphasis on coordination across marketing functions, enabling brands to connect audience insights, media investment and consumer engagement more closely.
WPP retains its global creative role
Despite the change in North America media responsibilities, WPP retains an important position in Coca-Cola’s marketing ecosystem.
WPP Open X will continue as the company’s global creative partner, a remit that was outside the scope of the latest review. It will also continue handling media across the markets excluded from Omnicom’s appointment, with Japan and South Korea remaining under Dentsu.
Coca-Cola also highlighted WPP’s data and technology capabilities, including its Open Intelligence solution, and its work across creator marketing and commerce media.
The arrangement preserves continuity in the global creative relationship while allowing Coca-Cola to adapt its media partnerships to specific regional priorities.
Building a more connected marketing ecosystem
The agency changes reflect a wider shift in how large global brands organise marketing. Media buying alone is increasingly part of a broader system that includes data, CRM, loyalty, creators and technology.
Coca-Cola’s review focused on the partners, capabilities and operating model required to strengthen consumer connections, improve agility and support growth in a changing marketing landscape.
For the advertising industry, the decision illustrates how global brands can combine established international partnerships with market-specific expertise. The emphasis is not simply on selecting an agency, but on connecting capabilities across the marketing ecosystem to deliver more integrated consumer experiences.
About The Coca-Cola Company
The Coca-Cola Company is a global total beverage company with products sold in more than 200 countries and territories. Its portfolio spans sparkling soft drinks, water, sports drinks, coffee, tea, juices and other beverage categories.