Publicis Takes Lead on PepsiCo Global Media Account, Wins Big

Publicis Groupe has won PepsiCo's global media account, taking over a significant piece of business previously handled by Omnicom's OMD network. The appointment makes Publicis PepsiCo's exclusive lead global media partner across more than 200 markets.

The new model will bring media strategy, planning, activation, connected identity, and technology under one structure, supported by AI and data. This marks a significant change for the company, which reported $5.4 billion in marketing expenditure in 2025, including $3.4 billion spent on advertising.

Publicis has an existing relationship with PepsiCo in several markets, including India, China, South Korea, and Southeast Asia. The win creates an unusual agency-client clash, as Publicis is expected to withdraw from Coca-Cola's ongoing global media review, which covers the remainder of the beverage giant's business and has been estimated at around $4 billion.