Publicis Groupe has won PepsiCo’s global media account, delivering one of the year's biggest holding-company account wins and ending Omnicom’s more than two-decade association with the business in key markets. The appointment gives Publicis responsibility for PepsiCo’s media across more than 200 markets, spanning strategy, planning, activation, connected identity and technology, with AI and data at the core of the new model. The remit covers brands including Pepsi, Gatorade and Lay’s.
According to PepsiCo’s latest annual report, the company spent $5.4 billion on marketing in 2025, including $3.4 billion on advertising, underlining the scale of the account. Publicis will take over from Omnicom, whose OMD network has managed PepsiCo’s media business in markets including the US and UK for more than 20 years. Publicis has previously worked with PepsiCo across several markets, including India, China, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia and parts of Eastern Europe. The appointment follows a media capabilities review rather than a formal competitive pitch. PepsiCo said the new model is intended to strengthen consumer engagement and improve marketing decision-making across paid, earned and shared media.
Following the PepsiCo appointment, Publicis will withdraw from the ongoing review for the remainder of Coca-Cola’s global media business. Publicis already handles Coca-Cola’s media accounts in the US and Canada. Separately, PepsiCo is conducting a global review of its broader AI marketing transformation requirements. Omnicom, Accenture, Deloitte and Publicis Groupe’s Sapient unit are reportedly competing for that remit. The PepsiCo win further reshapes the global media agency landscape, with Publicis adding another major multinational account while Omnicom loses a long-standing piece of its international media portfolio.
