PepsiCo picks new global media agency

PepsiCo has reportedly appointed Publicis Groupe to its global media account, with the holding company set to take on an expanded remit spanning the food and beverage giant’s media operations worldwide.

MARKETING-INTERACTIVE understands that Publicis has been appointed PepsiCo’s exclusive lead global media partner, replacing Omnicom’s OMD in key markets after a relationship spanning more than two decades.

According to media reports, under the reported appointment, Publicis is expected to build a new AI- and data-driven “One PepsiCo” media model bringing together strategy, planning, activation, connected identity and technology across more than 200 markets and brands, including Pepsi, Gatorade and Lay’s.

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Omnicom is reportedly expected to remain a strategic partner to PepsiCo across other areas of the business. Publicis, meanwhile, has already worked with the food and beverage company across a number of markets in Asia and Eastern Europe.

The reported appointment could also have implications for another major global media review currently underway. MARKETING-INTERACTIVE understands that Publicis is withdrawing from Coca-Cola’s ongoing global media pitch following the PepsiCo win, given the two companies’ longstanding rivalry.

Coca-Cola launched a global review of its media, data science and technology business across most of its major markets in June. Facilitated by consultancy MediaSense, the review was expected to see incumbent WPP Open X compete against Publicis for the account.

The review coincides with the renewal cycle of Coca-Cola’s five-year partnership with WPP Open X, which began in 2021. At the time, WPP said it welcomed the opportunity to demonstrate how its integrated media, data science and agentic technology capabilities could continue to support Coca-Cola across its key global markets.

MARKETING-INTERACTIVE has reached out for more information. 

The reported PepsiCo win follows another major global account retention for Publicis earlier this year. Recently, Cathay Pacific renewed its global agency partnership with Publicis following a strategic review that began in November 2025 and was supported by independent marketing consultancy MediaSense.

The review included agency briefings, strategic response presentations, regional stakeholder sessions and commercial discussions, and was conducted to assess Cathay’s evolving agency requirements and the capabilities needed to support its long-term growth. Publicis was subsequently reappointed for a fixed three-year term.

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