Publicis won PepsiCo. Now the media model needs people
PepsiCo named Publicis Groupe its global media partner after a media capabilities review, with no pitch, according to ADWEEK. Publicis is expected to build the AI- and data-led “One PepsiCo” model across strategy, planning, activation, connected identity, and technology for more than 200 markets. The move shifts key media work away from Omnicom’s OMD after more than two decades, while PepsiCo continues a separate global AI marketing transformation review.
Sep 16
adweek.com
2 min
The story
Originally published as “Publicis Lands PepsiCo's Global Media Business, Withdraws From ...” by adweek.com
PepsiCo spent $5.4 billion on marketing activities in 2025PepsiCo
Rebecca Stewart-2022
PepsiCo has chosen Publicis Groupe to handle its global media account, the CPG confirmed to ADWEEK.
The appointment will see the French holdco build a new media model underpinned by AI and data, uniting strategy, planning, activation, connected identity, and technology under one roof.
The “One PepsiCo” model will serve the brand’s entire portfolio, including Pepsi, Gatorade, and Lay’s, in more than 200 markets.
Per its latest annual report, PepsiCo spent $5.4 billion on marketing activities in 2025, with $3.4 billion of that total going toward advertising.
According to sources with direct knowledge of the matter, the PepsiCo appointment will prompt Publicis to withdraw from the ongoing pitch for the remainder of Coca-Cola’s global media business. MediaSense is handling that review, which has previously been estimated to be worth around $4 billion.
Publicis, which already handles Coca-Cola’s media account in the U.S. and Canada, declined to comment.
A new model
Publicis’ appointment as PepsiCo’s exclusive lead global media partner will displace U.S. rival Omnicom, whose OMD network has held the account in key markets, including the U.S. and U.K., for more than two decades.
A PepsiCo spokesperson told ADWEEK that Omnicom will remain a “critical strategic partner” across many creative, sports, and PR briefs. Omnicom declined to comment.
Publicis has previously worked with PepsiCo in markets including China, India, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia, and parts of Eastern Europe.
Pubicis Groupe has snagged The Coca-Cola Company’s U.S. media and data business from incumbent WPP.
ADWEEK understands there was no pitch for PepsiCo’s media account, and that Publicis was appointed following a media capabilities review.
In a statement, the soda and snack maker said its new media model will help it deliver “more relevant consumer connections” and make “smarter marketing decisions” across paid, earned, and shared media.
PepsiCo is currently running a separate global review focused on broader AI marketing transformation and capabilities.
It was previously reported that Omnicom, Accenture, Deloitte, and Publicis Groupe’s Sapient unit were competing for the AI brief.
Rebecca Stewart-2022