PRESS: PepsiCo picks Publicis to handle global marketing - Adweek

PepsiCo Inc has selected Publicis Groupe SA to handle its global media account, Adweek reported late on Wednesday.

It "understands there was no pitch" for the account, with New York-based food and beverage giant PepsiCo appointing the French advertising company after "a media capabilities review."

Publicis will subsequently be withdrawing from its ongoing pitch to take charge of the remainder of Coca-Cola's global media business, Adweek said, citing sources with direct knowledge of the matter. It already handles the firm's media account in the US and Canada.

Adweek said Publicis declined to comment.

It said the PepsiCo appointment, meanwhile, will see Paris-based Publicis build a new 'One PepsiCo' media model "underpinned by AI and data," combining strategy, planning, activation, connected identity, and technology. This will serve PepsiCo's entire portfolio, including the Pepsi, Lay's and Gatorade brands.

Adweek noted that Publicis' appointment will displace US peer Omnicom, which declined to comment, as PepsiCo's lead global media partner.

However, a PepsiCo spokesperson told Adweek that Omnicom will remain a "critical strategic partner" across many creative, sports, and PR briefs.

Shares in Publicis traded 3.4% higher at EUR102.80 on Thursday in Paris. PepsiCo was 0.1% higher at USD140.70 in the New York pre-market.

Omnicom was 0.4% higher in New York at USD82.11, having closed down 5.0% on Wednesday. In London, media firm WPP PLC was up 3.5% at 374.10 pence on Thursday.

Bank of America analysts noted that WPP may benefit from Publicis' withdrawal from the Coca-Cola pitch, for which WPP is the incumbent.

"WPP is also well placed to recapture the US portion it lost to Publicis in 2025," BofA noted.

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