Publicis Groupe has landed PepsiCo’s global media business, a major account win that will see the holding company build a new unified media model across more than 200 markets.
The move consolidates media strategy, planning, activation, connected identity, data, and technology under a new “One PepsiCo” structure serving brands including Pepsi, Gatorade, and Lay’s.
PepsiCo spent $5.4 billion on marketing activities in 2025, including $3.4 billion on advertising, underscoring the scale of the assignment.
The appointment also reshuffles the agency landscape around two of the world’s biggest beverage marketers.
As a result of its win, the French agency group has pulled out of the Coca-Cola media pitch, PepsiCo’s arch rival. The appointment also reshuffles the agency landscape around two of the world’s biggest beverage marketers.
For PepsiCo, the change is part of a broader effort to modernize its media operation around AI, data and connected consumer identity.