Adweek reported PepsiCo handed its global media account to Publicis Groupe sans a formal pitch.
Did Publicis Groupe outdo incumbent Omnicom in terms of Corporate Cultural Collusion? Omnicom has been the standard-bearer for that maneuver—especially with PepsiCo.
The appointment prompted Publicis Groupe to withdraw from a global review for Coca-Cola media, data, and technology—which probably has WPP breathing a sigh of relief, as the single White operating company likely would’ve lost at least some of the Coke business.
Shifting global media duties to Publicis Groupe was not tied at all to the PepsiCo global review for AI transformation. Maybe a competitor in that pitch will persuade PepsiCo its media can be executed via AI, effectively negating the French holding company’s victory.
The entire spectacle underscores how serving global brands are closed affairs, exclusive privileges available only to a handful of White holding companies.
Rarely discussed is the impact on countless drones at White advertising agencies and White media firms whose livelihoods are lost without advance notice.
Far less consideration is given to non-White advertising agencies, even though Pepsi pioneered multicultural marketing through the iconic accomplishments of Eric F. Boyd.
Today’s Cola Wars create casualties on a global scale.
Publicis Lands PepsiCo’s Global Media Business, Withdraws From Coke Pitch
As the CPG unifies its media account under Publicis Groupe, a source told ADWEEK it will withdraw from Coca-Cola’s global media pitch
By Rebecca Stewart
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.
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.
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