Episode Details

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.

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