Coca-Cola Splits Media & Diageo Bets on Shopper

Coca-Cola just handed its North America media to Omnicom while keeping WPP globally — a rare split that could reshape how big FMCG brands structure agency relationships. Plus what AB InBev's CMO is doing differently on creative culture. In this episode: Omnicom wins Coca-Cola's North America media account after Publicis resigned due to a PepsiCo conflict of interest, leaving WPP to retain the global remit in an unusual dual-holding-company split. Diageo expands its 25-year relationship with Dentsu Creative into U.S. trade and shopper marketing as the spirits giant's North America business faces sustained commercial and brand pressure. AB InBev Global CMO Marcel Marcondes publicly detailed the brewer's creative effectiveness framework at ANA Masters of Marketing, describing a shift from advertiser identity to experience provider embedded across the entire organisation. The FMCG Marketing Daily is a concise briefing for FMCG and CPG marketers, brand managers and CMOs, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The Digital Commerce Daily · The Health Marketing Daily