Omnicom wins Coca-Cola’s North American media business as WPP keeps global account

Coca-Cola shifts its North America media business to Omnicom, covering the U.S. and Canada, while WPP retains the company’s global media remit. Both accounts say the decision centers on the North America handoff rather than a full worldwide restructure.

The outlets frame the move with slightly different emphasis. Digiday highlights Omnicom’s approach to the account, saying the company argues it will build a bespoke team rather than rely on a predecessor’s setup. Adweek focuses more on the account process, describing Coca-Cola holding two separate pitches after Publicis withdrew its North America media business for PepsiCo. Together, the reports indicate Omnicom’s selection follows a competitive review in North America, with global responsibilities staying with WPP.