Coca-Cola Positions WPP Against Publicis in U.S. Media Assessment Process
Coca-Cola's U.S. media business is cooking up a storm, with two heavyweights, WPP and Publicis Groupe, in the running for the top spot. Dad Week got word from a reliable source that these two have made it to Coca-Cola's finalist list for the closed-door review of their media business.
Coca-Cola and WPP have been tangoing since 2021, with WPP clinching The Coca-Cola Company's global business and setting up a swanky team called Open X to handle the approximately $4 billion account. Publicis, on the other hand, played second fiddle in that cavalry charge.
If WPP bags this round, Open X will walk away with the beverage giant's global portfolio, including media, creative, and production agencies in over 200 countries and territories.
Dentsu, a well-known player in the advertising world, also joined the party back in 2021 as a supporting media partner, touting its local-level "differentiated capabilities" to complement WPP's efforts in Asia.
While the nitty-gritty of Coca-Cola's relations with Publicis Groupe and Dentsu remains a bit hazy, the digital-first marketing approach that Coca-Cola has been adopting suggests they're keen on collaborating with major media companies like WPP to stay ahead of the game. After all, these days, it's all digital, all the time!
- Publicis Groupe is reportedly vying for a potential leadership role in Coca-Cola's media business, joining WPP in the finalist list for the review.
- Despite being bested by WPP in the global partnership with The Coca-Cola Company in 2021, Publicis remains a credible competitor for the upcoming media business contract.
- If Publicis Groupe successfully secures the contract, they would gain a complementary portfolio that includes media, creative, and production agencies across Asia, thereby expanding their global reach in the finance and business sectors.
- Amidst the uncertainty surrounding the future collaboration between Coca-Cola, Publicis Groupe, and other media partners like Dentsu, it is evident that Coca-Cola values working with major media companies to capitalize on digital marketing opportunities in the ever-evolving landscape of finance and business.
