Omnicom lands Coca-Cola’s North American media business

October 23, 2026 The cola wars have a new front and it runs straight through Omnicom. Weeks after PepsiCo ended a relationship with the holding company that had lasted almost 30 years, Coca-Cola has handed it the keys to North America. WPP will maintain its global remit outside of Japan and South Korea, which remain with Dentsu. TOP STORY Evolving Agencies Omnicom lands Coca-Cola's North American media business, as WPP retains its global remit The beverage giant’s US and Canada media move to Omnicom as the holdco’s CEO John Wren made the case it would build a bespoke team, not a Pepsico holdover. OTHER THINGS TO KNOW The Digiday Video and TV Awards recognize the companies, campaigns and technology modernizing streaming, video and TV. Showcase your innovative work across video advertising, creator-led content, streaming and more, and join past honorees including Chipotle, ESPN and Hulu. Submit your entry by Nov. 13 to secure the early rate. As mergers and acquisitions reshape the advertising ecosystem, marketers face new questions about data access, vendor neutrality and long-term flexibility. Partner insights from Eyeota, a Dun & Bradstreet company. The flood of automated, AI-generated content is driving renewed interest in distinctly human forms of communication and interaction. Partner insights from DMEXCO. Advertisement MEDIA & PLATFORMS Evolving Agencies Omnicom said its integration of IPG is nearly done, and the results are starting to show it As organic revenue grows and margins increase, Omnicom CEO John Wren said the fruits of the effort to buy IPG are starting to pay off. PARTNER INSIGHTS FROM BRAZE Data enhances publishers’ subscriber retention and acquisition strategies Eighty-four percent of publishers said non-AI referral traffic data is important to their subscription strategy, compared with 82% who said the same of AI referral traffic data, according to a new Digiday and Braze survey. MARKETING Member exclusive Future of Marketing Briefing: Advertisers have more ways than ever to choose a holdco, and free holdcos to choose from Fewer holdcos, more ways to pick one: inside the changing agency pitch. PARTNER INSIGHTS FROM GOOGLE PUBLISHER CONNECTIONS Efficient, transparent supply paths help buyers deliver more relevant, engaging ad experiences Quality ad experiences are about more than the creative itself, with audience signals, contextual information, inventory and optimization working together to create the ad experience the user sees onscreen.  Advertisement THE CREATOR ECONOMY The Creator Economy Creators say it's difficult to make money from news — with platform rules and brand guidelines With more people getting news from creators than traditional media, those creators are still trying to build sustainable businesses. PARTNER INSIGHTS FROM DXC TECHNOLOGY Habitual innovation drives AI success The organizations most likely to succeed with AI won’t necessarily have the biggest technology budgets or boldest announcements.  MODERN RETAIL Content & Commerce AI boosts discovery but reviews still seal the deal, new research shows ChatGPT is where 16% of shoppers start looking for products. However, only 9% go there to actually buy something. ICYMI The Sports Marketing Playbook How Amazon turned its Thursday Night Football into a two-pronged pitch to capture ad dollars TNF’s the jewel in Amazon’s Prime Video sports portfolio, and a lever for endemic and non-endemic media budgets. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy