The Coca-Cola Company today announced the completion of a global marketing operating system review, reaffirming its commitment to building a world-class marketing ecosystem designed to drive growth, strengthen consumer connections and unlock the next generation of capabilities powered by data, technology and AI.

• Coca-Cola will retain WPP Open X as its media partner globally, with the exception of North America, Japan and South Korea.
• Coca-Cola has selected Omnicom as its media partner in North America. Omnicom will work closely with WPP StudioX.
• Dentsu will continue to handle media in Japan and South Korea, which was not part of the current review.
• WPP Open X will continue to serve as Coca-Cola’s global creative partner, which was not part of the current review.

The new structure will be implemented in phases beginning Dec. 1.

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