Publicis Wins PepsiCo Global Media Mandate Amid Rival Coke Review

Publicis Groupe has won PepsiCo's global media mandate in a significant move that will see the agency handle media strategy, planning and activation across more than 200 markets. This includes brands such as Pepsi, Gatorade, and Lay's.

The win marks a major change for Omnicom's OMD, which had managed PepsiCo's media business in key markets for over 20 years. However, the account is not entirely new to Publicis, as it already handles Coca-Cola's media business in North America.

PepsiCo reported $5.4 billion in marketing expenditure in 2020, with $3.4 billion spent on advertising. The win is also expected to affect Coca-Cola's ongoing global media review, which Publicis had been competing for alongside WPP.