Coca-Cola Company has reassigned its North America media account from WPP, its global marketing partner since 2021, to agency Publicis Groupe following a closed review.

Publicis will lead all media strategy, planning and media spend in North America, which amounts to US$700 million in the U.S and Canada (with Canada representing about $80 million of that), according to Comvergence data.

Coca-Cola’s move comes after WPP reported a drop in fourth-quarter 2024 revenue. The company posted declines (excluding pass-through costs growth) of 1.4% in North America (1.7% in Canada), 5.1% in the U.K. and 4.8% in the rest of world, including a 21.2% drop in China. WPP creative, PR and specialist agencies also experienced full-year revenue declines. Its media investor, GroupM, however, bucked the downward trend with 2.7% like-for-like revenue growth, excluding pass-through costs.

Coca-Cola, meanwhile, reported a revenue increased of 6% to US$11.5 billion in the quarter, with organic revenues (non-GAAP) grewing 14%. For the full year, net revenues grew 3% to US$47.1 billion.