Back in the '80s, the world had a front-row seat to the 'Cola wars,' a rivalry between The Coca-Cola Company and PepsiCo, where the two brands launched head-to-head campaigns against each other to win the hearts and wallets of consumers.
A new war took place over the last few months, and this week, Omnicom has won the media account for Coca-Cola across North America as its new agency of record (AOR).
“We began this process with a clear objective: ensure we have the right partners, capabilities and operating model to continue to lead in a rapidly changing marketing landscape,” said Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company. “The outcome reinforces our confidence in the strength of our global marketing ecosystem and positions us to accelerate growth through deeper consumer understanding, greater agility and the responsible application of emerging technologies.”
This follows two reviews and much speculation across the industry over the last month.
WPP Media originally won the account in November 2021 and will continue to work on the brand, providing creative, production, and creator-marketing services through WPP Open X globally, except in North America, Japan, and South Korea.
