Publicis Wins PepsiCo Media Business, May Exit Coca-Cola Review

PepsiCo has appointed Publicis Groupe as its lead global media partner, consolidating media duties across more than 200 markets under a new AI- and data-led operating model.

The appointment is expected to prompt Publicis to withdraw from the ongoing review of Coca-Cola's global media business, setting up a major realignment in the beverage marketing landscape.

The French advertising giant will oversee media strategy, planning, activation, connected identity, and technology for PepsiCo's portfolio, including brands such as Pepsi, Gatorade, and Lay's.

PepsiCo spent $5.4 billion on marketing activities in 2025, including $3.4 billion on advertising, making the mandate one of the most significant accounts in global advertising.