The Coca-Cola Co. (TCCC) confirmed today that it is conducting an international media agency review. 

The review will pit the two main incumbents—WPP and Publicis Groupe. TCCC has retained consultant MediaSense to help manage the pitch. It is set to begin in July and conclude by the fall, the company confirmed.  

The beverage giant also confirmed that the review excludes North America, an estimated $800 million piece of business, which shifted from WPP to Publicis Groupe in March 2025. Also not part of the review were Japan and Korea, which are handled by Dentsu. 

TCCC reported spending $5.4 billion on advertising in 2025. Agency research firm COMvergence estimates that TCCC's media spend outside of North America this year is about $1.715 billion.

“The Coca-Cola Company is evolving its digital-first marketing operating system for future growth,” the firm stated. “This includes a shift in mindset from traditional media planning to the emerging ways we need to reach consumers through technology, including agentic tools.” 

 “As part of the design work, we will be conducting an agency partner capability review process with WPP and Publicis focused on media, data science and technology involving most of our top markets around the world.” 

The firm’s last global media review, part of a broader marketing assessment, was in 2021, when it awarded WPP the consolidated marketing assignment in November of that year. The remit covered media, creative, production, PR, data and more. WPP created a dedicated unit for the account that’s named WPP Open X.  

The new media review coincides with a contract renewal cycle (five years) following the start of the initial partnership agreement with WPP Open X. The company stated that the broader relationship with WPP “has helped to modernize our marketing approach and deliver significant business value.”  

Global creative and PR remain with WPP Open X and are not part of the review.