Publicis Takes Lead on Global Media for PepsiCo Amid Coca-Cola Review

PepsiCo has appointed Publicis Groupe as its exclusive global media partner, ending a two-decade relationship with Omnicom's OMD in key markets. The agency will handle media strategy, planning, and activation for the beverage giant across over 200 markets.

The appointment comes after a review of media capabilities, rather than a traditional competitive pitch, with Publicis already having an established relationship with PepsiCo in parts of Asia and Eastern Europe.

PepsiCo reported approximately $5.4 billion in marketing expenditure in 2025, including about $3.4 billion spent on advertising. The account is one of the most significant prizes in the global media agency market.

As a result of the appointment, Publicis has reportedly withdrawn from Coca-Cola's ongoing global media review, where it had been involved since being appointed as Coca-Cola's North American media agency in March 2025.