Coca-Cola has appointed Omnicom as its media partner in North America following a review of its global marketing partnerships. Omnicom will work alongside WPP StudioX in the region, while WPP Open X will continue to manage media across the rest of the world, excluding Japan and South Korea.
Dentsu will retain Coca-Cola’s media mandate in Japan and South Korea, which were outside the scope of the review. WPP Open X will also continue as the beverage company’s global creative partner, as the creative mandate was not part of the process.
The new arrangement is aimed at combining global scale with market-specific expertise and integrating media, data, customer relationship management (CRM), loyalty programmes and creator marketing to deliver more connected consumer experiences in North America.
“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,” said Manolo Arroyo, executive vice president and chief marketing and customer commercial officer at The Coca-Cola Company.
Arroyo added that the outcome reinforces the company’s confidence in its global marketing ecosystem and will help accelerate growth through deeper consumer understanding, greater agility and the responsible use of emerging technologies.
WPP has been a key partner in Coca-Cola’s marketing transformation since the creation of Open X in 2021. The agency network has supported the company’s marketing operations across more than 200 countries and territories.
Recognising WPP’s performance during the review, Arroyo highlighted its media, technology and data capabilities. He also pointed to Open Intelligence, WPP’s data solution, citing its demonstrated results during Coca-Cola’s FIFA World Cup 2026 activation.
WPP will continue to support Coca-Cola across media, creators and marketing, with capabilities spanning commerce and retail media. Its connected WPP Open ecosystem brings together data, technology and artificial intelligence to support marketing activities at a global scale.
The appointment of Omnicom in North America reflects Coca-Cola’s strategy of aligning specialised capabilities with opportunities in individual markets. The integrated operating model is expected to move the region beyond channel-led execution towards more cohesive consumer experiences, supporting the North America operating unit’s marketing transformation.
“Our review was about designing the future of our marketing organization,” Arroyo said, adding that the combination of global scale, local expertise, innovation and collaboration would help Coca-Cola strengthen its marketing capabilities.
The new structure will be implemented in phases, beginning December 1.
