Publicis Lands Global Media Account with PepsiCo, Withdraws from Coke Pitch

PepsiCo has chosen Publicis Groupe to handle its global media account, a move that will see the French conglomerate build a new media model underpinned by AI and data. The "One PepsiCo" model will serve the brand's entire portfolio, including Pepsi, Gatorade, and Lay's, in more than 200 markets.

The appointment was made without a pitch, following a review of Publicis' media capabilities. According to sources, this move will prompt Publicis to withdraw from the ongoing pitch for Coca-Cola's global media business, which is estimated to be worth around $4 billion.

PepsiCo spent $5.4 billion on marketing activities in 2022, with $3.4 billion of that total going toward advertising. The company said its new media model will help it deliver "more relevant consumer connections" and make "smarter marketing decisions" across paid, earned, and shared media.