Coca-Cola Names Omnicom its North American Media Partner

Coca-Cola is shaking up its media partner network. 

Following the completion of a global marketing operating system review – which the company said had a particular focus on driving growth, strengthening consumer connections and taking advantage of data, technology and AI capabilities – Coca-Cola said it has retained WPP Open X as its media partner globally, with the exception of North America, Japan and South Korea. 

Dentsu will continue to handle media in Japan and South Korea, which was not part of the current review, while Omnicom has been selected as the company’s media partner in North America, where it will work closely with WPP StudioX.

This follows PepsiCo’s decision to move its global media accounts away from Omnicom, awarding it directly to Publicis Groupe. 

“We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape,” says Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer of The Coca-Cola Company. 

“The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies.”

WPP Open X will continue to serve as Coca-Cola’s global creative partner, which was not part of the current review, and the new structure will begin a phased implementation on December 1. 

WPP and Coca-Cola

Since the creation of WPP Open X in 2021 – which was established to manage all advertising, creative, media, data and marketing technology for Coca-Cola – WPP has played a key role in helping Coca-Cola modernise its marketing approach, working across more than 200 countries and territories. 

This includes supporting major activations like the company’s FIFA World Cup 2026 campaign, and helping Coca-Cola shift for more digital and creator-based content.

“WPP delivered a stellar performance during the reviews, demonstrating their strong, modern media, tech and data capabilities,” explains Manolo. “Their data solution Open Intelligence builds on proven results from our FIFA World Cup 2026 activation across the world.”

Omnicom's year of growth

According to Coca-Cola, its decision to appoint Omnicom in North America reflects its commitment to “aligning specialised capabilities with market-specific opportunities”. 

The company will bring together data, media, CRM, loyalty and creators under one connected ecosystem to move beyond channel-based execution and towards a more integrated consumer experience. 

“Our review was about designing the future of our marketing organisation,” says Manolo. “The best marketing systems are built when you combine the best marketing talent with the right partnerships. We are confident that this combination of global scale, local expertise, innovation and collaboration gives us exactly that.”

This latest appointment follows a year of growth for Omnicom. 

In August 2026, Omnicom was named the agency of record for Novo’s US media account – with the healthcare company bringing its long-standing partnership with WPP to an end. 

Under a year ago, in November 2025, the company also acquired Interpublic Group (IPG) in an all-stock transaction valued at around US$9bn – making Omnicom the world’s largest advertising and marketing holding company. 

Over the past twelve months, the company has generated US$22.37bn in revenue, with sales for its second quarter of 2026 reaching US$6.56bn – rising 63.4% year on year.

Who are Coca-Cola’s key partners?

• WPP: WPP Open X is Coca-Cola’s media partner globally, as well as its global creative partner.
• Omnicom: Coca-Cola named Omnicom its North American media partner in October 2026, following a global marketing operating system review.
• Adobe: The strategic partnership between The Coca-Cola Company and Adobe focuses on transforming global marketing, digital personalisation and AI-driven design governance across more than 200 countries.
• Dentsu: Dentsu is Coca-Cola’s media partner in Japan and South Korea.