PepsiCo chose the Publicis Group as its new global media agency, according to information reported by AdWeek and AdAge. The French agency already handled the account in markets in Asia, such as China and India, and in parts of Eastern Europe.
Through the new "One PepsiCo" model — based on artificial intelligence and data —, the agency will manage media planning for the entire brand portfolio, which includes Pepsi and Lay's, in more than 200 markets. The goal is to unite strategy, planning, activation, connected identity, and technology under the same model.
The acquisition of the account by Publicis has an impact on competitor Coca-Cola, as the agency is responsible for media planning in the US and Canada. With PepsiCo in its portfolio, Publicis is expected to withdraw from the race for the global media account of The Coca-Cola Company, valued at around four billion dollars and currently worked on by the WPP group.
Omnicom, through OMD, was responsible for media planning in several markets, such as the US and the UK, for more than two decades. In Portugal, the account was also handled by OMD. Omnicom will continue to be a "fundamental strategic partner" in various creative, sports, and public relations projects, according to a PepsiCo spokesperson. As of now, none of those involved has publicly commented on the change.
