In November of 2021 Coca-Cola Co. named WPP its global marketing network partner, a role in which the holding company was tasked with managing end-to-end creative, media, data and marketing technology, across the company’s entire portfolio. And WPP formed a dedicated unit, Open X, to service the assignment. 

But WPP just lost a major piece of the assignment to Publicis Groupe, which was the runner up in the 2021 pitch—the North America (US and Canada) media business. According to agency tracker COMvergence, the beverage giant’s billings for region are about $870 million. 

Coca-Cola confirmed the shift and also stressed that no other changes are planned and that it is in the process of renewing its broader marketing partnership with WPP. 

Still, the shift in North America is a major blow to WPP and GroupM. Last month WPP CEO Mark Read told analysts that GroupM hadn’t reached its “full potential” in 18 to 24 months and recently appointed GroupM Global CEO Brian Lesser laid out his plan to analysts and investors for revitalizing the media management operation.  

But it didn’t come in time for Coca-Cola's recent NA media review-a shootout between WPP and Publicis that was managed by MediaSense. 

Coca-Cola issued a statement: 

“The Coca-Cola Company is committed to the ongoing transformation of its marketing model to ensure the company is best positioned to connect with the evolving consumer marketplace around the world. In 2021, Coca-Cola began its partnership with WPP Open X, which is the industry’s first open-source marketing model. WPP is the only global marketing partner of The Coca-Cola Company." 

“After careful consideration,” the firm’s statement added, “Coca-Cola is adding Publicis as a complementary partner for its U.S. and Canada media business. No other changes are expected, and Coca-Cola is in an advanced stage in the process of renewing its global partnership with WPP.”  

The company also offered a quote from global CMO Manolo Arroyo. "Over the course of more than three years, the partnership with WPP has delivered significant value to Coca-Cola. This includes Coke being named Creative Brand of the Year at the Cannes Lions in 2024 and stepped-up capabilities such as Studio X.”