Omnicom wins Coca-Cola’s $785m North America media account after losing PepsiCo

Omnicom has taken over Coca-Cola’s media account for the US and Canada, a business valued at about $785 million, according to Digiday sources. The move follows PepsiCo’s decision to move its own North American media business, worth a similar amount, to Publicis after nearly 30 years with Omnicom. WPP will continue to manage Coca-Cola’s global media outside Japan and South Korea, where Dentsu remains in place.

Omnicom’s win comes after a direct pitch to Coca-Cola’s senior marketing team, promising dedicated talent and technology, not recycled from its previous PepsiCo work. The agency’s recent integration of IPG has made it the world’s largest media house by billings, which is expected to give it more influence in negotiations with TV, publishers and social platforms. Coca-Cola now spends 70% of its media budget on social and creator content, a sharp shift from its previous focus on TV.

For marketing leaders, this reshuffle shows how major brands are consolidating media buying to secure better terms and digital reach. WPP’s retention of Coca-Cola’s international business also signals the importance of integrated media, data and creative offerings. The split between agencies could affect how global campaigns are managed and how media budgets are allocated across regions.

The next phase will show whether Omnicom’s scale delivers the promised savings and innovation for Coca-Cola, and how WPP adapts its global approach to keep the account secure.