Publicis takes PepsiCo's global media lead

Publicis Groupe has been appointed PepsiCo’s exclusive lead global media partner, taking over an account estimated at US$1.7 billion and displacing incumbent Omnicom across key markets.

The appointment will bring PepsiCo’s media strategy, planning, activation, connected identity, data and technology into a unified global model. Dubbed “One PepsiCo”, the model will cover brands including Pepsi, Gatorade and Lay’s across more than 200 markets.

A major global media shift

Omnicom’s OMD has managed PepsiCo’s media business in major markets including the US and UK for more than two decades. Publicis had already worked with the company across several Asian markets and parts of Eastern Europe.

The appointment followed a media capabilities review rather than a traditional competitive pitch. PepsiCo said the new approach is designed to create “more relevant consumer connections” and support “smarter marketing decisions” across paid, earned and shared media.

Omnicom will retain other parts of the PepsiCo relationship. The company is expected to continue working across creative, sports and public relations briefs.

Omnicom shares fell about 5 per cent in US trading following news of the account shift, underscoring the scale of the loss. PepsiCo reported spending US$5.4 billion on marketing activities in 2025, including US$3.4 billion on advertising.

Publicis steps away from Coca-Cola review

The PepsiCo appointment also reshapes another major global agency contest. Publicis is expected to withdraw from Coca-Cola’s ongoing media review, which is being managed by MediaSense.

The review had placed Publicis against incumbent WPP across most of Coca-Cola’s major international markets. North America is excluded after Publicis won Coca-Cola’s media business there in 2025, while Japan and Korea sit with Dentsu.

With Publicis stepping away from the broader review, WPP is left in a stronger position to retain Coca-Cola’s international media, data science and technology remit.