Coca-Cola Names Omnicom North America Media Partner, Retains WPP Open X
CE DESK 
The Coca-Cola Company has named Omnicom as its media partner in North America, while retaining WPP Open X as its media partner globally, excluding North America, Japan and South Korea. The decision follows a global marketing operating system review.
The new structure will be implemented in phases from December 1, 2026. It is designed to help Coca-Cola build a stronger marketing ecosystem powered by data, technology and artificial intelligence.
In North America, Omnicom will work closely with WPP StudioX. The model will bring media, data, customer relationship management, loyalty programmes and creator partnerships into one connected ecosystem
Coca-Cola said the approach will move beyond channel-based execution. It aims to create more connected consumer experiences and unlock the next generation of marketing capabilities.
WPP Open X will continue to serve as Coca-Cola’s global creative partner, a responsibility that was not part of the current review. The agency has worked with Coca-Cola across more than 200 countries and territories since 2021.
Dentsu will continue to manage media in Japan and South Korea. These markets were not included in the review.
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company, said, “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.”
He added, “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.”
The review followed Publicis Groupe’s decision to withdraw from the North America pitch after winning PepsiCo’s global media mandate. Coca-Cola then selected Omnicom for the North American business.
The move marks a major change in Coca-Cola’s agency structure. It combines Omnicom’s North American media leadership with WPP Open X’s global scale, creative strength and data capabilities.
