The Coca-Cola Company is set to run a global review of its media, data science and technology capabilities, in a showdown between Publicis Groupe and WPP.
The soft drinks giant confirmed the review to Campaign UK, which will begin in July, with decisions expected in autumn. The review is being handled in partnership with Mediasense.
Publicis will be fighting for the account against incumbent WPP in Coca-Cola’s top markets around the world. The review excludes North America, where the company appointed Publicis last year, and Japan and Korea, where it works with Dentsu.
Publicis didn’t respond to requests for comment.
Coca-Cola said it is “evolving its digital-first marketing operating system”, which includes a “shift in mindset” from “traditional media planning” to the “emerging ways [it needs] to reach consumers through technology, including agentic tools”.
The review coincides with a “contract renewal cycle” following the start of Coca-Cola’s five-year partnership with WPP in 2021.
WPP won the majority of the Coca-Cola business, alongside Dentsu in Japan and Korea, after a review that launched in 2020. As one of WPP’s top clients, the British holding company formed a bespoke unit called WPP Open X to operate as the brand’s “global marketing network partner”.
A spokesperson for WPP said the renewal process happens alongside the brand’s “Next Chapter” initiative of digital transformation.
“We will continue to transform our capabilities in lockstep with them. We welcome the opportunity to showcase how our integrated media, data science, and agentic technology platform and solutions will continue to drive future growth across their key global markets.”
This time last year, WPP and Coca-Cola renewed their global marketing partnership.
A spokesperson for Coca-Cola confirmed that global creative and PR disciplines are not in scope of this review and will remain with WPP Open X.
Outside of media and technology, Coca-Cola appointed influencer agency Whalar in Europe and Studio.One to create its 2026 Christmas campaign.
