WPP has failed to fend off Publicis to retain the North America media brief as the pitch comes to a conclusion.

Publicis — which last year overtook WPP as the largest agency in the world based on revenues — has won Coke’s media business in the US and Canada following a competitive tender, according to three people familiar with the deal. Those close to the contract said that Coke spent close to $800mn every year in overall billings.

North American media account to French rival Publicis (PUBGY) following a competitive tender, according to media reports on Friday.

WPP is hoping to fend off Publicis to retain the brief as the pitch nears a conclusion. Win or lose, the spotlight will be on GroupM.