Publicis Groupe Wins Global Media Account for PepsiCo, Ditches Coca-Cola Pitch

PepsiCo has appointed Publicis Groupe as its consolidated global media agency without going through a formal pitch process. This move marks a significant shift in the company's marketing strategy, with Publicis replacing Omnicom, which had held the account for over 25 years.

The French agency group will not only manage PepsiCo's media spend of $1.9bn globally but also integrate its media strategy across markets under the new unified model called 'One PepsiCo'. This model combines global scale with local intelligence and aims to improve the impact of media investments and accelerate consumer-led growth.

Publicis has been handed the task of transforming PepsiCo's media model, which includes media strategy, planning, activation, data, connected identity, and technology. The agency will work across creative, sports, and PR with Omnicom remaining a 'critical strategic partner'.

In a related development, Publicis has pulled out of the Coca-Cola media pitch, which was seen as a close contest between the French group and WPP. This move is significant given the global rivalry between PepsiCo and Coca-Cola, with both companies having massive media spends globally.