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PepsiCo Hands Global Media to Publicis Amid Transformation at CPG Giant
Publicis will build a One PepsiCo media model that unites strategy, planning and activation across more than 200 markets, the company said.
- PepsiCo has chosen Publicis Groupe to handle its global media account, implementing a new "One PepsiCo" model underpinned by AI and data across more than 200 markets.
- The CPG company, which owns Frito-Lay, spent $5.4 billion on marketing in 2025 and saw Q2 net revenue rise 6.4% to $24.2 billion, prompting strategic investment.
- Publicis displaces Omnicom's OMD network, which held the media account for more than two decades, though Omnicom remains a "critical strategic partner" for creative and PR work.
- The appointment prompts Publicis to withdraw from Coca-Cola's ongoing global media pitch, a review MediaSense is handling estimated to be worth around $4 billion.
- Publicis attributed its steady business success to an integrated agency model and AI capabilities, reporting 4.8% organic revenue growth in Q2 across all regions excluding the Middle East and Africa.
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PepsiCo has just entrusted its media budget World, estimated at about $4 billion, to Publicis Group that already managed this contract in several markets in Asia (China, India, Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia) and Eastern Europe, according to the press...
Publicis Groupe wins PepsiCo's global media account, valued at $1.7 billion, in a move that represents a major loss to Omnicom.
·Mexico City, Mexico
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