Advertising Age reported PepsiCo is staging a global review for AI marketing transformation with competitors including Omnicom, Publicis Groupe, Accenture, and Deloitte.
Given Publicis Groupe is pitching for Coca-Cola business, why are they in the review? Back in the day of Cola Wars, The Coca-Cola Company would’ve axed the France-based enterprise upon hearing the White holding company was even thinking about drinking a Pepsi, let alone angling for the rival’s business.
Given Omnicom enjoys a long history with PepsiCo—often nabbing more beverage business via Corporate Cultural Collusion—it’s a wonder the White holding company hasn’t already declared victory.
And WTF does “AI marketing transformation” mean? In this case, probably Anglo Insular marketing transformation.
PepsiCo is conducting an AI marketing transformation review
By Ewan Larkin, Brian Bonilla, and Jon Springer
PepsiCo is running a global review focused on AI marketing transformation, with a mix of high-profile agency groups and consultancies pitching for the assignment, Ad Age has learned.
The review, described by people with knowledge of the technology and platform pitch, focuses on building PepsiCo’s AI capabilities and using technology to make its internal and external marketing operations more effective and efficient.
Among those invited to pitch were Omnicom, which has a long history with PepsiCo; Accenture; Deloitte; and Publicis Groupe, whose Sapient unit is said to be competing for the business, according to people familiar with the matter.
Publicis is currently pitching for Coca-Cola Co.’s global media, data and technology business against fellow incumbent WPP, with a decision expected in the fall.
PepsiCo declined to comment on the review and the participating agencies. Omnicom and Accenture also declined to comment. Publicis and Deloitte could not be immediately reached for comment.
PepsiCo’s tech ambitions
PepsiCo has been laying the groundwork to accelerate use of technology across its business, telling investors that years of investment in data, cloud and other systems had positioned it to step up those efforts.
“We’ve been investing for five years. Our data is in the place that it needs to be. We have the backbone. We have cloud,” Ramon Laguarta, PepsiCo’s CEO, told analysts at the Consumer Analyst Group of New York conference in February.
Among the company’s priorities are automating customer ordering and demand forecasting and using virtual models to improve factories and supply-chain operations, Laguarta said. On the marketing side, Laguarta said PepsiCo is using technology to improve consumer insights, create content and personalize communications.
PepsiCo reported mixed fiscal second-quarter results in July, with international strength offset by weaker-than-expected performance in North America.
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