Media Buying Briefing: Handicapping the fight to win over Coca-Cola’s North American media

For the last three weeks, the drama around Publicis’ (not-so-surprising-in-retrospect) poaching of PepsiCo’s global media business from Omnicom has lingered, mainly because of the impact it’s had on Coca-Cola, arguably one of the best known brand names in the history of marketing. 

As is now well known, Publicis woo’d Coca-Cola’s North American media away from WPP in spring of 2025, and was well into pitching for the global media business — until it wasn’t, surprising the entire industry by landing PepsiCo and walking away from Coke. 

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Ad Tech Briefing: The futility of a Google breakup?


Google’s legal team likely breathed a sigh of relief, or (at least) gave itself a proverbial pat on the back, in late August when Justice Leonie Brinkema ruled it wouldn’t have to divest parts of Google Ad Manager. 

This came after she ruled its sell-side ad tech offering a monopolistic play in late-2025, and it was the second such regulatory let-off in a 12-month window.

It was amid the accompanying gasps of anguish that Google’s detractors perused the eventual behavioral remedies handed down by the Eastern District of Virginia courtroom, hoping for a degree of consolation on Sept. 16, as more dejected parties questioned if there was even any point in trying to rein in the growing dominance of Big Tech in adland anymore.

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