Publicis Wins PepsiCo's Global Media Account

Publicis Groupe has secured PepsiCo's global media account across more than 200 markets, marking a significant shift in the multinational's media agency roster. The move ends Omnicom's long-standing association with the business, which had managed the account for over two decades.

The new arrangement will see Publicis build a unified media model for PepsiCo, covering strategy, planning, activation, connected identity and technology. AI and data will form a key part of this framework, aiming to strengthen consumer engagement and improve decision-making across paid, earned and shared media.

PepsiCo spent $5.4 billion on marketing in 2022, with $3.4 billion allocated towards advertising. Publicis will manage the global portfolio, including brands such as Pepsi, Gatorade and Lay's, across multiple markets. The win also means Publicis will withdraw from the ongoing pitch for Coca-Cola's global media business.