After a comprehensive pitch process the Omnicom Media Group (OMG) has retained PepsiCo Australia with a custom built agency, Trio. Trio draws from the greater capabilities of OMG and provides a specific custom built solution to support PepsiCo’s marketing function.
Trio’s primary remit will be to transform PepsiCo’s media function with a focus on developing winning brand communication strategies that generate consistent growth, consumer segmentation, journey mapping and data driven marketing.
Vandita Pandey, CMO PepsiCo ANZ said, “OMG outlined a strong vision that was forward thinking and demonstrated a transformative approach that was thorough, inclusive of new talent/team structure, new processes, new platforms/technology and access to new data sources. We are really looking forward to working and partnering with Trio”.
Trio will be led by managing director, Stuart Bailey. Commenting on the outcome Bailey said: “During the pitch process, it was clear that PepsiCo was looking for more than a media agency; they wanted a business partner. A business partner that brings media, creative, and data together and delivers integrated marketing solutions that connects brands with their consumers. This is how Trio was born”.
He added “We are thrilled that PepsiCo chose Trio as their business partner. It is so exciting to have the opportunity to completely tailor an agency from the bottom up for a client; add to this the client having some of the world’s most iconic brands – that is where the magic happens. The whole team are excited about bringing Trio to life and partnering with PepsiCo”.
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