Coca-Cola Co. is nearing the end of a closed review of its U.S. media account, with incumbent WPP and rival Publicis Groupe in the running for the business, Ad Age has learned.
Losing the U.S. media business would represent a blow to WPP, which in 2021 won the beverage giant’s creative, media, data and marketing technology business spanning more than 200 countries. The London-based ad giant formed a bespoke team called Open X to service the account, which includes some 200 brands from sodas such as Coke and Sprite to sports drinks, juices, coffee, tea and plant-based drinks.
Publicis was the runner-up in the 2021 review, which led to WPP taking 90% of Coke’s media and Dentsu handling the rest.
Coca-Cola, WPP and Publicis did not provide comment.