Massive Agency Assessments by Coca-Cola Reshaping Market Landscape
Coca-Cola has assigned more than 90% of its global media business to WPP as part of a strategic renewal of their marketing partnership that began in 2021. The partnership, which was announced on a specific Monday, aims to leverage WPP Open X’s integrated marketing model combining creative, media, data, and marketing technology to create significant value and shape the future of marketing for the company [1].
However, Coca-Cola shifted its North American media business to Publicis Groupe in March 2025, which represents a notable exception to WPP’s global role [1][3][4]. The significant creative partners involved alongside WPP include Interpublic’s McCann and Mercado, as well as Publicis Groupe’s Publicis Worldwide and Leo Burnett, illustrating Coca-Cola’s approach to complement WPP’s global partnership with distinctive strengths in selected markets [1].
WPP’s approach through its bespoke Coca-Cola agency Open X, led until recently by Laurent Ezekiel (who has since moved to Publicis), unified talent from creative, media, production, social, and influencer disciplines across WPP’s network, building an integrated, agile, and modern marketing team [1][3][4].
Coca-Cola’s renewed global marketing partnership with WPP is driven by the value delivered by WPP Open X's integrated creative, media, and data capabilities since 2021 [1]. The partnership, however, does not extend to select Asian markets, where Dentsu has a strategic advantage [2]. WPP will handle media buying for Coca-Cola in the majority of its markets, but the specific roles and contributions of each strategic partner in the creative process, including McCann, Mercado, and Leo Burnett, are not detailed [1].
The creative partnership between Coca-Cola and WPP involves multiple agencies, not just WPP shops, as the companies work together to create compelling marketing campaigns [5]. The partnership leaves some questions unanswered about Coca-Cola’s global marketing review, with the roles and responsibilities of each strategic partner in the creative process potentially varying [6].
WPP is the world's largest advertising holding company, demonstrating the significance of this partnership for both parties [7]. The company's responsibilities for Coca-Cola extend to the creative aspect of its marketing, with WPP's Open X agency playing a central role in this partnership [1].
In conclusion, Coca-Cola has renewed its global marketing partnership with WPP, assigning more than 90% of its media business to the company. The partnership, however, does not extend to select Asian markets, where Dentsu has a strategic advantage. The significant creative partners involved alongside WPP include Interpublic’s McCann and Mercado, as well as Publicis Groupe’s Publicis Worldwide and Leo Burnett. The specific roles and contributions of each strategic partner in the creative process are not detailed, but WPP's responsibilities for Coca-Cola extend to the creative aspect of its marketing.
[1] The Drum [2] Campaign Asia-Pacific [3] Ad Age [4] Bloomberg [5] Adweek [6] Marketing Week [7] Ad Age
The renewed global marketing partnership between Coca-Cola and WPP, worth over 90% of Coca-Cola's media business, is anchored in WPP's creative, media, and data capabilities. Financial institutions and businesses closely monitor this industry partnership, recognizing its potential impact on the future of marketing.
