The news: Publicis Groupe has won Coca-Cola’s US and Canada media business, taking it from WPP, according to Adweek. The decision followed a closed-door review between the two holding companies and marks a major shift in Coca-Cola’s media strategy.

WPP originally won Coca-Cola’s global media, creative, data, and marketing tech business in 2021, forming a dedicated agency, Open X, to service the account, Ad Age reported.
Despite the loss in North America, WPP retains Coca-Cola’s global media duties, and Coca-Cola has stated that no additional changes to its agency relationships are expected.

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Publicis wins Coca-Cola’s US media business, dealing major blow to WPP

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