Coca-Cola launches global media review, pitching WPP against Publicis

Coca-Cola has launched a global review of the agencies it uses to plan and buy advertising, confirming a head-to-head competition between two of the world's largest marketing companies - Publicis Groupe and WPP.

According to AdAge, the review covers Coca-Cola's largest markets worldwide, excluding North America, Japan, and Korea, where existing agency arrangements remain in place.

An independent consultancy called Mediasense will run the process, which kicks off in July with a decision expected by late 2026.

The beverage giant said it is looking to modernise how it reaches consumers, citing a shift away from traditional advertising planning toward newer technology-driven approaches, including artificial intelligence tools.

What's at stake

Coca-Cola spent AU$8.4 billion on advertising in 2025 - making it one of the biggest advertisers on the planet. Winning or retaining this account would represent a significant financial and reputational prize for either agency group.

WPP has held Coca-Cola's global advertising business since 2021, when it beat Publicis, which came a close second, to run a dedicated team called Open X across all of Coca-Cola's roughly 200 brands.

Earlier in 2025, however, Coca-Cola handed its North America media business to Publicis, the first major crack in WPP's hold on the relationship.

This new review gives Publicis the opportunity to expand further - potentially at WPP's expense.

WPP's position

WPP acknowledged the review publicly.

"We are proud to serve as The Coca-Cola Company's global network partner," the company said in a statement.

"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."

Publicis is yet to comment publicly on the reports.

Coca-Cola was clear that the review has defined limits - its global creative work and public relations will remain with WPP regardless of the outcome.

The review is focused solely on media planning, data, and technology.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.