PepsiCo Southeast Asia has appointed Publicis Groupe as the media agency for its portfolio of food and beverage brands, following a multi-agency pitch in April. It will replace PepsiCo's incumbent, Mindshare. Additionally, Publicis Groupe has created PLUS+ by Publicis, a dedicated business solution, inspired by PepsiCo’s aspirations of Faster, Stronger and Better to create an ecosystem of media, creativity, and technology in order to provide a positive impact on business outcomes.
According to Publicis, PLUS+ unlocks growth in the dynamic marketplace with consumer centric solutions and transformational, data driven capabilities. The operating model is people-first, with positive shared values underpinning a modern way of working.
Lilly Yip, CMO at PepsiCo APAC said: “We would like to thank the incumbent team at Mindshare for their years of work as well as our agency partners that participated in the review. Publicis Media was selected after a very thorough and competitive pitch process. Their expertise in the areas of importance to our business, like data, digital, analytics and commerce saw them emerge as our partner of choice.”
Meanwhile, Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia added: “We are excited to be appointed PepsiCo’s media partner in this very dynamic and fast-growing region. We really respect the process that PepsiCo ran for its thoroughness and desire to discover the best from the agencies participating. Our entire team is incredibly motivated by the opportunity to create industry-leading work for these iconic brands in the future.”
Back in April, PepsiCo China also appointed Publicis Groupe as its media agency to cover its media planning and buying duties for its brands. Publicis Groupe said they were awarded the three-year contract after winning a competitive pitch.
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