PepsiCo’s has moved its $1.7 billion (A$2.4 billion) global media account to Publicis Groupe, following a competitive review.
Omnicom has handled the bulk of PepsiCo’s media in the world, including Australia, where it is handled locally by PHD.
The review aims to unify media strategy, planning, activation, data, connected identity and technology across markets in an increasingly AI-powered world.
Concurrently, PepsiCo is reviewing how it uses AI and technology to improve its internal and external marketing operations.
The move has led to Publicis exiting Coca-Cola’s global media pitch, leaving WPP and Omnicom to fight it out.
Publicis only recently won the Coca-Cola account in its largest market, North America, and already handles media for PepsiCo across several Asian markets (China, India, South Korea, Indonesia, Philippines, Thailand, Vietnam, Taiwan, Malaysia and Hong Kong) and parts of Eastern Europe.
“PepsiCo is expanding its partnership with Publicis globally across its food and beverage portfolio to accelerate this transformation and establish a fully integrated unified One PepsiCo global media operating model,” a PepsiCo spokesperson said in a statement published by AdAge.
The review did not impact creative, PR, sports and other disciplines, where Omnicom remains a partner of PepsiCom.
Omnicom declined B&T’s request for comment.
