PepsiCo Picks Publicis for Global Media Account
PepsiCo has reportedly appointed Publicis Groupe as its new global media agency. The holding company will take on an expanded remit spanning PepsiCo's media operations worldwide, replacing Omnicom's OMD in key markets after a relationship spanning more than two decades.
Under the reported appointment, Publicis is expected to build a new AI- and data-driven 'One PepsiCo' media model bringing together strategy, planning, activation, connected identity, and technology across over 200 markets and brands, including Pepsi, Gatorade, and Lay's. Omnicom will reportedly remain a strategic partner to PepsiCo across other areas of the business.
The reported appointment may also have implications for Coca-Cola's ongoing global media review. Publicis is reportedly withdrawing from the pitch following the PepsiCo win, given the two companies' longstanding rivalry.