PepsiCo moves global media account to Publicis Groupe

PepsiCo has selected Publicis Groupe to manage its global media account, ending a relationship with Omnicom that spanned more than 25 years. The move is part of a broader marketing transformation under a new operational model called ‘One PepsiCo’.

This new model aims to integrate media strategy, planning, activation, data, connected identity, and technology across more than 200 markets. Data and artificial intelligence are expected to play central roles in improving audience segmentation and accelerating decision-making across the company’s portfolio, which includes brands such as Pepsi, Lay’s, Gatorade, and Doritos.

The scale of the account is significant for the advertising industry, with estimated annual media investments ranging between $1.7 billion and $1.9 billion. While Publicis takes over the media business, PepsiCo noted that Omnicom will remain a ‘critical strategic partner’ in areas such as creativity, sports, and public relations.