Coca-Cola quietly considers moving its North American media out of WPP
WPP, no stranger to financial strains as of late, is facing another major headache. Though it’s not decided yet, one of its biggest spending advertisers — Coca-Cola — is considering a new partner for its biggest market in North America, according to three sources with knowledge of the account.
If Coca-Cola does opt for a change, Publicis Groupe is the frontrunner to handle its media dollars in North America, which is reportedly worth $620 million in the U.S., according to Comvergence data — but likely closer to $700 million including Canada, according to those sources.
Even if the account were to change, WPP isn’t being shut out entirely. It remains Coca-Cola’s global marketing partner under the OpenX model, which includes media and creative. And while the media account in North America is in flux, those same sources say the region’s creative business is expected to stay put.
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Source:: Digiday
