17608: Mo’ Motions, No Motion In WPP Whistleblower Lawsuit.

 

MediaPost reported the latest motion sickness in the WPP whistleblower lawsuit, spotlighting a motion filed by the alleged whistleblower opposing a motion filed by the global flaming dumpster to dismiss the case.

Seems like lots of motions without any forward motion.

Foster Files Motion Opposing WPP’s Summary Dismissal Request

By Steve McClellan

Alleged WPP whistleblower Richard Foster filed a motion Friday opposing WPP’s request that the New York State Supreme Court judge hearing the case toss it before it goes to trial.    

Foster argues that his lawsuit should move forward because he has provided enough facts to support his claims that WPP and its media division retaliated against him after he reported what he believed were unlawful business practices—primarily misappropriating client media rebates and repackaging them for sale by its own principal trading unit.  

In late 2024 Foster submitted a report to WPP Media CEO Brian Lesser describing what he contended were legal and governance problems. Last month, Foster submitted details of a separate investigation by Sony that concluded that WPP Media siphoned $350 million in media rebates in China in a single year for its own use that properly belonged to clients. And he argues that the Sony probe backs up his own assertions that WPP wrongfully pocketed client rebates.   

A separate hearing has been scheduled for October where WPP will present its case for sealing the Sony material, which it has said is not relevant to the Foster litigation. Foster will argue why the Sony probe details should be allowed as evidence.  

According to Foster, Lesser acknowledged that the report raised "legal issues,” but instead of addressing the concerns, allegedly shared the report with an executive whom Foster had criticized.  

After that, Foster says he was gradually pushed aside, excluded from important meetings and projects, and ultimately fired in July 2025. 

“Defendants ask the Court to decide three questions on the pleadings: what Foster believed, what he communicated, and why he was the subject of months of retaliation,” Foster states in his latest motion. “Each is a question of fact that is not appropriately decided on a motion to dismiss.” 

He argues that the court must assume his factual allegations are true at this early stage. He argues WPP is asking the judge to weigh evidence and resolve factual disputes, which should happen later in the case, not on a motion to dismiss. 

Foster argues that Lesser knew about his concerns, and that retaliation began shortly after his report was delivered, and that there was a continuing pattern of adverse treatment leading up to his firing. 

He also notes that in previous filings by WPP, the company’s explanation for firing him is inconsistent—that it has characterized his departure as an "ignominious termination" while also saying it resulted from a global restructuring. Those explanations conflict and raise factual questions that should be resolved at trial rather than be dismissed now. 

Foster, who ran WPP’s content investment and branded entertainment unit, Motion, is seeking $100 million in severance and damages. He says the company offered him a seven-figure severance package conditioned on his silence, which he says he rejected.

17607: WPP Production Bids Farewell To Exclusive Bidding.

 

Campaign reported WPP Production has taken down its guidance on rigging the bidding system, a scheme that instructed staff to “actively convince” clients to assign all production work exclusively to the single White operating company, effectively avoiding the standard triple bid process.

The Trusted Growth Partner For The World’s Leading Brands appears to have reconsidered the questionable ethics and lack of transparency posed by such a maneuver.

Looks like WPP Production will have to earn jobs based on performance and capabilities—quite a challenge for the global flaming dumpster. Yikes.

17605: On Exposing Ugliness Of PepsiCo Pageantry.

 

More About Advertising published a lengthy perspective titled, “Ad agency pitch theatre is not a sport, but a beauty contest,” providing a probing analysis of PepsiCo global media duties shifting from Omnicom to Publicis Groupe.

The title poses two inherent flaws.

First, the PepsiCo business was awarded sans pitch. To play off the content concept, a winner was crowned without having to appear in the swimsuit competition—or any other pageant event. Indeed, it’s unclear how the decision was made, rendering the entire affair suspicious and potentially scandalous.

Second, the opinion piece was illustrated by the AI-generated image depicted above. A more accurate cartoon would have presented three Old White Guys, an Asian man, and a White woman. It’s an exclusive—and not very pretty—spectacle.

17604: Continuing Cola Wars Craziness.

 

More About Advertising opined on Ogilvy scoring a Coca-Cola European football project via a pitch featuring WPP Open X (presumably led by Ogilvy), Publicis’ Le Pub, Studio.One (led by former AKQA CEO Ajaz Ahmed), and Uncommon Creative Studio (co-founded by former Grey London Chairman and CCO Nils Leonard).

Was the pitch underway before Publicis Groupe landed PepsiCo global media duties?

Given WPP Open X was invented to solely serve Coke, facing competition from outsider enterprises does not seem to reflect favorably on the single White operating company and its offerings.

The scenario also indicates an industry shift, whereby reviews for major chunks of business are not necessarily closed affairs, exclusive privileges available only to a handful of White holding companies. Although it still involves cronyism and entitled relationships.

In the end, the self-proclaimed Trusted Growth Partner For The World’s Leading Brands hasn’t gained trust, realized growth, or been a partner for any brand in the world—and the global flaming dumpster now competes against ex-employees for assignments.

Coke goes great with humble pie.

More Coke pitches: this time Ogilvy’s on top

By Stephen Foster

They do love their pitches at Coca-Cola despite the creative part of the giant account supposedly safely harboured at WPP. This time it’s a WPP team led by Ogilvy reportedly winning a European football brief in a pitch against Publicis’ Le Pub (which handles Heineken), Ajaz Ahmed’s new Studio.One and Uncommon Creative Studio (there are nearly as many studios these days as pitches.)

Coke has invested heavily in football with some lively campaigns although this seems to be the first time it’s been a separate project. Coca-Cola is an official sponsor of the Premier League in the UK.

Nobody’s saying anything on the record but it’s an interesting pitch. Studio.One, the new creative company formed by former AKQA boss Ajaz Ahmed has already picked up a Christmas assignment from Coke. Ogilvy has won (or retained) a number of Coke assignments recently and seems to be the lead agency on WPP Open X work. Must be frustrating, not to say exhausting, having to keep repeating yourself though.

17601: On Polluting The World With Mediocrity.

 

The Marketing Dive spotlighted Coca-Cola’s “The World Will Wait” campaign, revealing the lame concept creators as WPP Open X, led by Grey, supported by Ogilvy, WPP Production, and WPP Media.

Tactics are running globally, except in the US—so, the whole world will wait to possibly see it all.

In the not-too-distant-past real world, such mediocre work would not qualify WPP to win—let alone retain—Coke business.

Coke asks busy Gen Z, millennials to log off for quality meal time

A new global integrated campaign spans a pair of brand films, out-of-home ads and digital activations that champion shared meals.

By Peter Adams

Dive Brief:

• Coca-Cola is encouraging young consumers to slow down and unplug in a new integrated campaign that positions the soft drink as a pairing for shared meals and will roll out globally, except in the U.S., according to a press release.

• “The World Will Wait” depicts busy Gen Z and millennials who miss out on important bonding, including family dinner time, due to work and other tasks before being reminded of what matters most. The concept comes to life in a pair of videos, out-of-home advertising and digital activations.  

• In addition, Coke is enlisting influencers on a program that takes a page from the term AFK, or “away from keyboard,” which is popular in gaming. Creator partners on the effort will nudge consumers to put their phones down and live more in the moment.

Dive Insight:

Coke is emphasizing the emotional value of setting aside time to bond over meals as the brand tries to shore up a positioning as a pairing with food. “The World Will Wait” is targeted at Gen Z and millennials who are entering life stages, like juggling a career and young kids, where it can be more difficult to strike a work-life balance.

“In a world that constantly demands our attention, we’ve observed a growing tension among our consumers — especially younger generations — who truly desire genuine connection but often feel overwhelmed by the urgent pressures of daily life,” Arnab Roy, president of the global category at Coca‑Cola, said in a statement. “‘The World Will Wait’ is designed to inspire us and remind everyone that some moments are simply too important to postpone.”

The hero ad for the campaign shows a family that settles down for a home cooked meal only to realize dad is absent. When his son goes to check on him, the dad is cooped up in a dark office room and hidden behind a laptop screen, where he wordlessly signals he is still occupied with work. Later, the dad discovers a family portrait drawn by his son that shows him in the same light — face obfuscated by the demands of his job — which spurs him to log off and join the next gathering.

OOH ads carry a similar theme, bearing copy like “Laundry can wait. Fried Chicken & Coca‑Cola can’t” and “No one ever said ‘this meal could have been an email.’” In a twist on the tactic, Coke is also deploying social media influencers to ask people to set aside their screens to engage in quality time in real life. Digital elements will unlock rewards tied to the meals-forward messaging. 

“The World Will Wait,” which is running globally but not in the U.S., was developed by WPP Open X, led by the Grey agency and supported by Ogilvy, WPP Production and WPP Media.

Marketing around food has been in focus for Coke this year. An effort that rolled out in the spring enlisted the CPG’s wide range of U.S. food service partners, including Domino’s, Popeyes and Wendy’s, to show how Coke goes well with a variety of meals. “And a Coke” followed a yearslong platform from Pepsi that argues the soft drink rival is actually the superior meal pairing. “Food Deserves Pepsi” features guerilla marketing-style campaigns where undercover Pepsi agents storm into places like barbecues and fast-food chains to swap out other soda brands with PepsiCo’s flagship offering.  

The Coca-Cola Company saw net revenues rise 7% to $13.4 billion in Q2 and raised its full-year outlook around the earnings report last week. Coke commanded the No. 1 share of voice during the FIFA World Cup, which it sponsors, thanks to an advertising blitz that included heavy digital, social and creator activations. The campaign around the soccer tournament contributed to a 5% boost in volume growth for the namesake Coke brand, the company said.

17600: More Dizzying Dispatches From The Cola Wars.

 

Advertising Age reported WPP is primed to win The Coca-Cola Company global media, data, and technology review.

Although as previously noted by this blog, the “victory” is mostly the result of Publicis Groupe nabbing PepsiCo global media duties. That is, the single White operating company claims the Coke prize by virtue of a prime contender dropping out.

According to Ad Age, WPP will not participate in the upcoming review for Coke North America media chores—although the trade publication previously identified the global flaming dumpster as a participant—which are being phased out of Publicis Groupe, who took the business from WPP last year.

The dizzying antics are likely driving people to drink. But not drink Coke or Pepsi products.

WPP is set to win Coca-Cola’s global agency review

By Ewan Larkin and Brian Bonilla

WPP is set to win Coca-Cola Co.’s global media, data and technology review and will not participate in the food and beverage giant’s forthcoming North America media pitch, according to people familiar with the matter.

The decision comes nearly five years after Coca-Cola hired WPP for creative, media, data and marketing technology across its 200 or so brands, setting up a bespoke unit called Open X. In early 2025, WPP lost its grip on a significant chunk of that business when Coca-Cola Co. hired Publicis Groupe for its North America media account. WPP continues to handle Coca-Cola’s global creative and PR.

WPP’s retention was expected by many after Publicis Groupe, which it had been competing against for the business, agreed to take over global media duties for PepsiCo. The French holding company’s decision prompted Coca-Cola to launch a review of its media account in North America, where Publicis is the incumbent, Ad Age first reported this week.

Coca-Cola and WPP declined to comment.

Coca-Cola has also been in discussions with Omnicom and Dentsu about the North America media business. Dentsu already works with the company in Japan and Korea, which were excluded from the global review.

PepsiCo last week announced it had moved its global media to Publicis from Omnicom without a formal pitch, relocating one of the industry’s most coveted accounts. PepsiCo spent $1.7 billion on global net media in 2025, according to COMvergence, making it a significant account for Omnicom to lose. Omnicom “remains a critical strategic partner across many of our marketing drivers, from creative to sports and PR,” PepsiCo stated.

17598: On WPP Production Triple BS.

 

MediaPost reported WPP Production aims to be the go-to vendor—and exclusive vendor—for every client served by the global flaming dumpster.

One controversial point involves the intentional goal to avoid standard triple bidding by offering three bids from enterprises within the WPP Production network.

In other words, the single White operating company theory is bullshit. WPP remains a confederacy of companies competing amongst themselves for billable hours—or outcomes-based remuneration.

Plus, it’s highly unlikely WPP would ever allow one enterprise to low-bid against sister firms. The scenario invites a rigged bidding system, whereby clients might be encouraged to choose a vendor sneakily pre-selected by WPP.

It all inspires a new tagline for WPP Production: From those wonderful folks who gave you a global crime scheme in media.

On a sidenote, the MediaPost report was illustrated with a metaphorical image of a funnel (depicted above). A more appropriate object would’ve been a toilet.

WPP Production, APA Lock Horns Over Triple Bids

By Steve McClellan

WPP Production is urging clients to do all of their production work with the holding company—thereby avoiding outsourcing to independent production houses-- and at least one production trade group says WPP’s stand is essentially an assault on “the free market in commercials production.”  

Leaked internal documents from the holding company’s production arm state that "Our goal is to avoid traditional commercial triple bidding by proving the value of a centralized partnership by positioning WPP Production as the default, trusted partner.” 

Triple bidding is the standard urged by trade groups like Association of Independent Commercial Producers (AICP) in the U.S. and the Advertising Producers Association (APA) in the UK. 

The leaked documents suggest a way that WPP can circumvent the commercial bid process: 

“If a client or creative team requires triple bidding to assess different options, we should evaluate if WPP Production can provide all three bids internally from the same or different markets. We can satisfy this need by offering three different production approaches, locations, and director treatments within the same country or within the region—keeping the work entirely within WPP Production.” 

Steve Davies, CEO of the APA, issued a response that in part reads, “This is a serious threat to the free market in commercials production — and to the independent production, editing and post companies within it — but only if clients don’t see through it. I think they will.”
 
“Professionalism means putting clients’ interests ahead of your own. WPP has effectively announced it’s doing the opposite,” Davies asserted.  
 
The triple bid, he added, is central to the collaborative system between agencies and production companies that enables “great work.” 

WPP Production took issue with the APA’s assessment.  

“Any suggestion that WPP Production misleads clients or undermines fair competition is fundamentally wrong,” the firm responded. “Selectively quoting from a comprehensive document doesn’t fairly reflect what is a completely transparent process. 

“We respect competitive bidding and work with independent production companies, always adhering to client contracts and procurement requirements. We make decisions with clients, helping them find the right solution for each brief and considering WPP capabilities alongside specialist partners.”

17596: For WPP, TGIF’d Up.

 

MediaPost reported increasing motion sickness in the WPP whistleblower lawsuit.

Previously, the single White operating company sought to seal all references to an alleged Sony Pictures investigation, insisting the “whistleblower” acquired the information via improper means.

The “whistleblower” countered by claiming Sony Pictures brought the investigation details to his legal team earlier this year—completely unsolicited and sans confidentiality request.

WPP boasts being “The Trusted Growth Partner For The World’s Leading Brands.”

Sony likely questions the “Trusted” claim.

Sony Briefed Foster’s Legal Team On Its WPP Rebate Probe

By Steve McClellan

Last month WPP “whistleblower” Richard Foster submitted evidence in his wrongful termination suit against the company of a previously undisclosed investigation by client Sony that concluded WPP pocketed $350 million in media rebates in China belonging to clients.   

A week later WPP demanded that the New York State Supreme Court judge hearing the case seal all documents related to the Sony probe, alleging that Foster likely acquired documents improperly.  

But according to Foster, that’s not the case. In a court filing yesterday opposing WPP’s demand to seal, Foster said that Sony brought the findings to Foster’s legal team earlier this year, without any prior solicitation or request for confidentiality.  

According to the documents Sony made initial contact with the Foster’s law firm (Brewer Attorney’s & Counselors) in February. In May Sony requested a meeting which took place remotely when company representatives briefed Foster’s legal team on the rebate investigation that Sony undertook. 

“Sony, a sophisticated client, examined the same Rebate and Purchase Risk practices Plaintiff reported, reached the same conclusions about them, and presented those findings to WPP’s two most senior lawyer,” Foster’s motion states.  

“That evidence bears on three contested elements of this case. It supports the objective reasonableness of Plaintiff’s belief, because a disinterested third party with access to the underlying data interpreted the practices the same way Foster did. It bears on Defendants’ knowledge, because the findings went to the officers Defendants say exercised “robust formal internal controls.” And it bears on causation and pretext, because the executives Sony identified are the same executives Plaintiff alleges removed him.” 

Foster also argued that WPP’s demand to seal discussions he had with company attorney Nicola McCormick should be denied. “Defendants presume that because Nicola McCormick is a lawyer, her communications with Plaintiff are privileged. That is not the law,” per the filing.  

“Defendants identify no communication in which she rendered legal advice and submit no affidavit from her. Plaintiff approached her as a business executive, and she answered in that capacity.” 

Foster also argued separately that WPP’s motion for sanctions should be denied, submitting that no orders were violated, that discussions with McCormick were not privileged and that the Sony probe materials were obtained properly, among other reasons.  

In addition to the filings, Brewer attorney William A. Brewer III, issued a comment: “Mr. Foster alleges that on multiple occasions, he reported through appropriate channels what he reasonably believed were systemic problems in WPP’s trading practices, Mr. Foster named names and provided specific, detailed reports of undisclosed profiteering by Defendants in the form of rebates. He believes those reports led to retaliation against him by his former employer — and ultimately resulted in his termination.” 

17594: On The Front Lines Of The Cola Wars.

 

Advertising Age reported obvious news: The Coca-Cola Company is launching a review of its North America media account following incumbent Publicis Groupe nabbing global media duties for PepsiCo.

Or maybe not, as PepsiCo handed its media business to Publicis Groupe sans a formal review.

Ad Age stated potential pitch participants include WPP, Omnicom, and Dentsu.

For WPP, it would be a comeback of sorts, as the global flaming dumpster lost the North America media assignment to Publicis Groupe last year.

Despite losing PepsiCo global media responsibilities, Omnicom is still a “critical strategic partner” for the brand, so there could be potential conflicts picking up Coke media chores.

The scenario poses a unique challenge. As repeatedly noted by this blog, competitions for major chunks of business are typically closed affairs, exclusive privileges available only to a handful of White holding companies.

Yet in this case, the iconic Coca-Cola might have to settle for a lesser choice because the stronger players are unavailable.

Another unique aspect is Publicis Groupe essentially dumped Coke in favor of PepsiCo.

Coca-Cola was once consumed for medicinal purposes. Now it’s just making everyone feel sick.

Coca-Cola to review North America media after Publicis wins PepsiCo

By Ewan Larkin and Brian Bonilla

Coca-Cola Co. is readying a review of its North America media account after incumbent Publicis Groupe agreed to take over global media duties for PepsiCo, according to people familiar with the matter.

The beverage giant is said to be in discussions with WPP, Omnicom and Dentsu, the last of which works with Coca-Cola in Japan and Korea. Publicis won Coca-Cola’s North America media business from WPP, the primary global incumbent, just last year.

Coca-Cola declined to comment for this story.

Publicis had been pitching for Coke’s global media, data and tech business, competing against WPP, but the status of Publicis’ involvement is now unclear following the PepsiCo win. It also wasn’t immediately clear whether WPP, which also handles Coca-Cola’s global creative and PR, will assume those global duties.

Publicis, Dentsu and Omnicom declined to comment. WPP wasn’t immediately available for comment.

PepsiCo last week announced it had moved its global media to Publicis from Omnicom without a formal pitch, relocating one of the industry’s most coveted accounts. PepsiCo spent $1.7 billion on global net media in 2025, according to COMvergence, making it a significant account for Omnicom to lose. Omnicom “remains a critical strategic partner across many of our marketing drivers, from creative to sports and PR,” PepsiCo stated.

In a statement last week, an Omnicom spokesperson called PepsiCo’s move “one client’s decision in a year in which Omnicom Media has built tremendous momentum [with] leading brands across multiple categories,” pointing to wins with brands including Adidas, Dyson, IBM, Subway and Uber.

“After an extraordinarily long and successful partnership, PepsiCo has decided to move its media business elsewhere. We are proud of the work we have done together over three decades as partners in innovation and impact,” the spokesperson stated last week. “Nothing about yesterday’s decision changes that.”

17591: More Motion Sickness At WPP.

MediaPost reported on motion sickness at WPP, whereby the single White operating company filed more motions to dismiss the whistleblower lawsuit.

The latest filings presented two versions of the motion to dismiss: one version available to the public redacts all mentions of the alleged Sony Pictures investigation, and a second version not available to the public features no redacted material.

At this rate, any future actions will probably involve AI-generated motions.

Given WPP’s fascination with AI, it’s surprising legal duties haven’t been executed by the wondrous technology. WPP certainly has enough data from countless past lawsuits and court proceedings for creating the algorithms to make it happen.

WPP Files Motion To Dismiss Foster Case (You Can Read The Redacted Version)

By Steve McClellan

WPP has filed a motion to dismiss the wrongful termination case brought by former GroupM executive Richard Foster.  

The firm filed two versions of the motion including one that redacts all references to a previously undisclosed investigation by WPP client Sony that Foster brought to light in an amended complaint last month. That version is available to the public. A second version of the motion with no redacted material has been filed with the court but is not available to the public. 

Many of the points made by WPP in the latest motion have been argued by the firm in previous filings. For one, the firm argues that Foster is not a “whistleblower,” who was dismissed in retaliation, as he alleges. Instead, the firm argues he was one of many let go in a reduction in force event that occurred in 2025 and is seeking an outsized payout rarely offered to laid-off employees ($100 million). 

All direct references to the Sony probe are redacted in the latest filing. The motion indirectly refers to it as a set of allegations that are “incendiary...scandalous, prejudicial, and utterly irrelevant,” to Foster’s claims. In earlier filings WPP asked the court to seal all references to the Sony probe. It has also demanded that Foster reveal how he obtained the heretofore undisclosed investigation materials, suggesting that he and his legal team acquired them improperly. 

Foster alleges that Sony’s investigation concluded that WPP pocketed $350 million in rebates belonging to clients in China in 2024. He asserts that the probe supports his own case that he exposed rebate schemes at the company that were inappropriate, which he alleges was the main reason he was let go.  

“Richard Foster’s seventeen-year run at GroupM was marked by his constant self-promotion, often through opportunistic business proposals advocating for greater investment in his division, Motion Content Group (“Motion”), over larger and more profitable divisions of GroupM,” WPP states in its latest motion. 

“In the wake of his ignominious termination—the result of Defendants’ global restructuring and reduction in force (“RIF”)—Plaintiff tried to extract a seven-figure severance from Defendants by threatening to file a messy public lawsuit. Those efforts failed, and this case (the “Action”) is the result.” 

Foster’s amended complaint, WPP adds, “suffers the same inevitable defects as Plaintiff’s original pleading, recasting Plaintiff’s longstanding self-advocacy as “whistleblowing,” construing ordinary workplace disputes as retaliation, and failing to allege any causal connection between Plaintiff’s activities and his termination. Setting aside those shortcomings, the Amended Complaint further piles on sensational and irrelevant accusations [the Sony probe] based largely on information obtained after Plaintiff’s termination.” 

Foster also fails to plead “essential elements” required for a retaliation challenge under both New York and California laws, WPP stated.  

William A. Brewer III, partner at Brewer, Attorneys & Counselors and lead counsel to Foster issued a response to WPP’s latest filing: 

“In the three weeks since Mr. Foster filed his Amended Complaint, WPP has filed a flurry of motions which portray a Defendant panicked by the strength of Mr. Foster’s allegations against them—which include findings of clients that support his claims.”  

Brewer added that, “Mr. Foster alleges that on multiple occasions, he reported through appropriate channels what he reasonably believed was a systemic problem in WPP’s trading practices—naming names and providing specific, detailed reports. He believes those reports led to retaliation against him. Mr. Foster remains confident that he will prevail.”

17587: PepsiCo Takes Cola Wars To Global Scale.

 

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.