The win gives Publicis control of PepsiCo’s global media business across more than 200 markets and displaces Omnicom’s OMD after more than two decades.
Publicis Groupe has won PepsiCo’s global media account, in one of the year’s biggest holding-company account wins, ending Omnicom’s long-standing relationship with the global food and beverage major.
According to media reports, Publicis will develop a unified global media model for PepsiCo covering strategy, planning, activation, connected identity and technology, with AI and data integrated across the operation. The mandate will span PepsiCo’s portfolio, including Pepsi, Gatorade and Lay’s, across more than 200 markets.
PepsiCo spent $5.4 billion on marketing in 2025, including $3.4 billion on advertising, according to the company’s latest annual report.
The account move also means Publicis will withdraw from the ongoing pitch for the remainder of Coca-Cola’s global media business. Publicis currently handles Coca-Cola’s media accounts in the US and Canada.
The PepsiCo appointment displaces Omnicom, with its OMD network having managed the business in key markets such as the US and UK for more than 20 years.
Publicis is not new to PepsiCo, having previously worked with the company across markets including China, India, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia and parts of Eastern Europe.
Notably, PepsiCo did not conduct a formal pitch for the global media account. Publicis was appointed following a media capabilities review. The new model is intended to strengthen consumer engagement and improve marketing decision-making across paid, earned and shared media.
Separately, PepsiCo is conducting another global review focused on AI-led marketing transformation. Omnicom, Accenture, Deloitte and Publicis Groupe’s Sapient unit are reportedly competing for that mandate.
