AD Agencies
Publicis steals Coca-Cola’s $800 North American media crown from WPP
MUMBAI: Publicis Groupe has pinched Coca-Cola’s lucrative North American media account from WPP following a hush-hush competitive review, industry sources confirmed yesterday.
The French advertising giant will now handle Coca-Cola’s media planning and buying across the United States and Canada, with the business estimated to be worth a fizzy $800 million in annual billings.
The soft drinks behemoth conducted the review under tight wraps, with only WPP and Publicis invited to participate in what insiders describe as a “closed door beauty contest” between the two holding companies.
For Publicis, the win represents sweet revenge after finishing as runner-up in 2021 when WPP scooped Coca-Cola’s global integrated business. Now, just three and a half years later, the tables have turned in North America.
The account covers media planning and buying for Coca-Cola’s extensive portfolio of over 200 brands, including its flagship cola, Sprite, Fanta, and various sports drinks, juices, and plant-based beverages.
Despite the sting of losing North America, WPP will continue to serve as Coca-Cola’s primary global partner, handling media duties across the rest of the world and maintaining responsibility for creative work globally through its bespoke Open X agency setup.
Coca-Cola spent an estimated $1.8 billion on US advertising in 2023, according to Ad Age Datacenter, with $621 million specifically on measured media. Globally, the beverage giant splashed out $5.15 billion on advertising in 2024, up from $5 billion the previous year.
In a statement crafted to soothe WPP’s bruised ego, Coca-Cola emphasised that “WPP is the only global marketing partner of The Coca-Cola Co,” describing Publicis merely as a “complementary partner for its US and Canada media business.”
“The Coca-Cola Co is committed to the ongoing transformation of its marketing model to ensure the company is best positioned to connect with the evolving consumer marketplace around the world,” the statement continued, adding that “no other changes are expected, and Coca-Cola is in an advanced stage in the process of renewing its global partnership with WPP.”
Coca-Cola globall chief market ing officer Manolo Arroyoa,praised WPP’s contribution, highlighting achievements including “Coke being named Creative Brand of the Year at the Cannes Lions in 2024.”
The Coca-Cola win continues Publicis’ remarkable run of form in the media pitch circuit, coming hot on the heels of major account victories with Pfizer and Hershey’s. This stellar performance prompted the holding company to upgrade its earnings guidance twice during 2024.
Last year, Publicis overtook WPP as the world’s largest agency group by revenue, marking a dramatic shift in the industry’s power balance. The addition of Coca-Cola’s North American media business will only cement that position.
The handover is expected to take place in the coming months.
AD Agencies
AdTrust Summit 2026 to examine trust, AI and Gen Alpha in advertising
Two-day summit in Mumbai to explore ethics, regulation and the future of advertising trust
MUMBAI:Â At a time when advertising is navigating a delicate trust deficit, the Advertising Standards Council of India is preparing to bring the industry to the table. On 17 and 18 March, the body will host the inaugural AdTrust Summit 2026 in Mumbai, a two-day gathering designed to spark conversation around responsibility, regulation and credibility in modern advertising.
The summit, to be held at the Jio World Convention Centre in Bandra Kurla Complex, will bring together leaders from advertising, media, technology and policy to examine how brands can build trust in a marketplace increasingly shaped by algorithms, influencers and artificial intelligence.
In an age of deepfakes, dark patterns and blurred lines between content and commerce, the question is no longer just how brands capture attention, but whether audiences believe what they see. The AdTrust Summit aims to unpack that challenge.
Day one will turn its attention to the youngest digital natives. Titled Decoding Gen Alpha, the session will unveil ‘What the Sigma?’, a study by ASCI and Futurebrands Consulting that explores how children growing up in a hyper-digital environment encounter advertising and commercial messaging.
The report presentation will be delivered by Santosh Desai, founder and director at Think9 Consumer Technologies and a social commentator known for his insights into consumer behaviour. The discussion that follows will attempt to decode how Gen Alpha consumes media, interacts with brands and navigates the growing overlap between entertainment and marketing.
In a move that mirrors the subject itself, two Gen Alpha students will also join the conversation, offering a rare perspective from the generation advertisers are trying to understand.
The second panel of the day will shift the focus from observation to implication, asking what the report’s findings mean for brands, agencies and society. Speakers include Karthik Srinivasan, communications strategy consultant; Preeti Vyas, president at Mythik; and Abigail Dias, associate president planning at Ogilvy. The session will be moderated by Sonali Krishna, editor at ET Brand Equity.
Day two moves from insight to regulation. Under the theme From Compliance to Trust, ASCI will release its Ad Law Compendium, a comprehensive guide to India’s advertising regulations.
The day will open with a keynote by Sudhanshu Vats, chairman at ASCI and managing director at Pidilite Industries, followed by a chief guest address by Sanjay Jaju, secretary at the Ministry of Information and Broadcasting.
Legal experts from Khaitan & Co., including Haigreve Khaitan, senior partner, and Tanu Banerjee, partner, will present an overview of the current advertising law landscape in India and examine whether existing frameworks are equipped to deal with emerging technologies and formats.
Subsequent panels will explore issues increasingly shaping the industry’s ethical compass. Conversations will range from the limits of persuasive design and the rise of dark patterns, to the growing scrutiny brands face from digital creators and consumer watchdogs.
One session will also feature Revant Himatsingka, widely known online as the Food Pharmer, whose critiques of packaged food brands have sparked debate around transparency and corporate accountability.
Later discussions will turn toward media literacy among Gen Alpha, asking how children can be equipped to navigate a digital world where gaming, content and commerce are becoming indistinguishable.
The summit will conclude with a final panel on the future of advertising, bringing together voices from agencies, legal circles and technology platforms to discuss how innovation, intelligence and integrity can coexist.
For an industry built on persuasion, trust has always been its quiet currency. But as audiences grow more sceptical and digital ecosystems more complex, that currency is under pressure.
Events like the AdTrust Summit suggest the advertising world knows it cannot afford to take credibility for granted. The real challenge now is turning conversation into commitment.
