PepsiCo moves global media account to Publicis

PepsiCo has awarded its global media account to Publicis Groupe. The switch was made without a pitch

The soft drinks and snack manufacturer selected the French agency network following a capability review, in which it compared the capabilities of the parties involved. PepsiCo confirmed the move to Adweek and Marketing Dive. Publicis declined to comment.

The move means Omnicom is losing one of its largest clients. Media agency OMD had handled PepsiCo’s media duties in markets including the United States and the United Kingdom for more than 20 years. According to PepsiCo, Omnicom will remain involved as a “critical strategic partner” across creative, sports and PR.

Model for 200 markets

Publicis has been tasked with building a global operating model called One PepsiCo. It will bring together media strategy, planning, activation, connected identity, data and technology across more than 200 markets.

In some of these markets, PepsiCo was already working with Publicis, including China since 2022, as well as India, South Korea, Indonesia, the Philippines, Thailand, Vietnam, Taiwan, Malaysia, Hong Kong and Eastern Europe. The US and UK markets will now be added to the portfolio.

PepsiCo spent $5.4 billion on marketing in 2025, including $3.4 billion on advertising. The company has not disclosed the size of the media account being transferred.

Withdrawal from Coca-Cola pitch

Shortly after being awarded the PepsiCo account, Publicis withdrew from the pitch for Coca-Cola’s global media business. The review began in July and is being managed by MediaSense.

WPP, which handles the majority of Coca-Cola’s media business, is now the only remaining candidate. Publicis, WPP and Coca-Cola declined to comment on the withdrawal.

www.pepsi.com

www.publicisgroupe.com

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