Coca-Cola, Publicis set to review North America media ties after PepsiCo deal
Publicis's new global media mandate with PepsiCo is prompting a fresh look at its existing U.S. and Canada arrangement with rival Coca-Cola
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Published: Sep 9, 2026 9:23 AM | 1 min read
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- Coca-Cola and Publicis Groupe are reevaluating their North America media partnership after Publicis secured PepsiCo's global media account, replacing Omnicom.
- PepsiCo's new media strategy is AI- and data-driven, integrating various aspects of media for its brands across over 200 markets.
- Publicis is expected to withdraw from the pitch for Coca-Cola's global media business, valued at approximately $4 billion, due to its commitment to PepsiCo.
- WPP currently manages most of Coca-Cola's media business, while Publicis has previously worked with PepsiCo in several international markets.
Coca-Cola and Publicis Groupe are reassessing their North America media arrangement following Publicis's recent business win with rival PepsiCo, according to industry reports.
The development stems from Publicis landing PepsiCo's global media account, a deal that displaces longtime incumbent Omnicom. PepsiCo confirmed the move, describing a new AI- and data-driven media model that will bring together strategy, planning, activation, connected identity and technology for its full portfolio (including Pepsi, Gatorade, and Lay's) across more than 200 markets.
Read earlier report on Publicis wins PepsiCo’s global media acccount
As a direct consequence of taking on PepsiCo, Publicis is expected to step back from the ongoing pitch for the rest of Coca-Cola's global media business, which has been valued at roughly $4 billion.
Coca-Cola's broader review spans most of its major global markets, though North America is excluded since Publicis already took over that business the prior year, as are Japan and Korea, which remain with Dentsu. WPP is the current incumbent across most of Coca-Cola's business and built a dedicated unit to serve as the company's global marketing network partner.
Publicis has served PepsiCo in markets such as China, India, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia and parts of Eastern Europe in the past, giving it existing familiarity with the client before this larger global appointment.
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