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Publicis's Pepsi Win Triggers Coca-Cola Media Review in North America
Coca-Cola is reassessing its media arrangement with Publicis Groupe in North America following Publicis's recent win of PepsiCo's global media account.
The deal, which displaces longtime incumbent Omnicom, will bring together strategy, planning, activation, connected identity, and technology for Pepsi's full portfolio across more than 200 markets using an AI- and data-driven model.
As a direct consequence of taking on PepsiCo, Publicis is expected to step back from the ongoing pitch for the rest of Coca-Cola's global media business, valued at roughly $4 billion.