Observed Signal · Dec 3, 2024 · Account Review · Source: AdAge · Impact: 3/5 · Sentiment: Neutral
Ad Agency Account Reviews Tracker — June 2026
Ad Age’s running tracker catalogs notable advertising account reviews and recent agency-of-record changes across creative, media, data and technology. Updated June 10, 2026, the list details wins, incumbents and consultants — for example Hims & Hers moved its U.S. media to PMG from Tinuiti; Omnicom won IBM’s global media; Wawa appointed Tombras as lead creative agency; Hershey named DonerColle Partners AOR for its salty snacks; and Coca‑Cola plans a global media, data and technology review involving Publicis and WPP (excluding North America, Japan and Korea). The tracker covers RFP launches, closed reviews, incumbents and consultants and is updated as new information becomes available.
The tracker records multiple major creative and media account wins, retentions and reviews across large advertisers and holding companies — information relevant to agency billings, media planning relationships and competitive positioning, but it is routine industry news rather than a platform policy change or technical release.
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Key Takeaways & Evidence Grounding
- Hims & Hers moved its U.S. media account to PMG from Tinuiti following a competitive review.
- Coca‑Cola will conduct a global agency review for media, data and technology in a pitch between Publicis and WPP; the process excludes North America, Japan and Korea and lists Mediasense as consultant.
- Omnicom was awarded IBM’s global media account after a review; WPP Media was the incumbent and did not defend the business.
- Wawa appointed Tombras as its lead creative agency after a competitive pitch, confirmed by Doug Martin, Wawa’s chief marketing officer.
- Hershey named DonerColle Partners (a Stagwell shop) creative agency of record for its salty snacks portfolio after a competitive review.
Connected Companies & Entities
5 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Coca‑Cola Prepares $4B Media & Data Account Review
Digiday reports that Coca‑Cola’s combined media and data account, valued at roughly $4 billion, will be reviewed later in the year. Incumbent agencies including WPP and Publicis Groupe are expected to compete to retain or win the business. The story frames the review as about more than media spend: agencies will need to demonstrate robust data infrastructure and capabilities to support Coca‑Cola’s advertising operations. The piece appears in Digiday’s Media Buying Briefing and was published on June 15, 2026.
Ad Age Agency Report 2026: Rankings Shift
Ad Age published its Agency Report 2026 on June 16, 2026, updating its annual ranking of the industry's largest agency companies. The report notes that the No. 1 agency returned to the top spot for the first time in 18 years. Omnicom’s acquisition of Interpublic Group of Cos. reshuffled the top positions, but Ad Age says that consolidation did not reverse a broader trend: legacy holding companies are taking a smaller share of revenue among the industry’s 25 biggest players. The piece is authored by Jess Nagamoto and Joy R. Lee and highlights changing market share and competitive dynamics across major agency holding companies.
Agencies Push Agentic Media, Address Client Rogue Fears
At Advertising Week, media agencies are advancing agentic advertising initiatives while addressing client concerns about rogue AI activity. Dentsu's Carat partnered with NBCUniversal, Freewheel, and Newton to launch a planning, buying, and optimization agent for upfront investments, with a luxury retail client already using it. Tinuiti launched a 'Bliss Point Model Context Protocol (MCP) Server' to integrate measurement with AI agents. Stagwell relaunched Assembly as Stagwell Media with its agentic system Machine OS. Executives emphasize human oversight, governance, and approval thresholds to build trust. Additionally, the article discusses the importance of 'moments' in commerce media, with examples from ExxonMobil, Dollar General, and Pepsi's Nordic campaign with Wolt.
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