The Coca-Cola Company has launched a global review of its media, data science and technology business, setting up a competition between WPP Open X and Publicis Groupe for the account across most of its key international markets.
As per media reports, the review has been scheduled to begin in July, with a decision expected later this year. North America, Japan and Korea have been excluded from the process.
Coca-Cola has said the review has been aimed at advancing its digital-first marketing operating system and adapting to new technology-led ways of engaging consumers, including the use of agentic tools.
The company has added that the review has coincided with the renewal cycle of its five-year partnership with WPP Open X, which began in 2021. Coca-Cola has clarified that global creative and public relations responsibilities have not been included in the review and will continue to remain with WPP Open X.
WPP, which currently manages Coca-Cola’s global account, has welcomed the review process.
WPP secured Coca-Cola’s global marketing business in 2021 after defeating Publicis Groupe in a competitive review. To service the account, the agency group established Open X, a dedicated unit responsible for media, creative and production work across more than 200 countries and territories.
When the partnership was announced, Dentsu was retained as a complementary media partner for Japan and Korea, leaving WPP responsible for most of Coca-Cola’s media operations across other markets, including India.
The latest review has not covered North America, where Coca-Cola moved its media business to Publicis in 2025. Dentsu has continued to oversee media responsibilities in Japan and Korea.
Coca-Cola reported advertising expenses of US$5.4 billion in 2025, though it has not separately disclosed media spending. The value of the business under review has not been disclosed.
Publicis Groupe also competed for Coca-Cola’s global business during the 2021 review but was unsuccessful.
Agency relationships in the beverage sector have continued to evolve alongside competition between Coca-Cola and PepsiCo. Following WPP’s win of Coca-Cola’s global mandate in 2021, PepsiCo reassigned several accounts to Publicis, including mandates in major Asian markets.
