Publicis Groupe has been appointed PepsiCo’s lead global media partner, taking on media responsibilities across more than 200 markets and replacing Omnicom in several key territories.
Under the new “One PepsiCo” model, Publicis will handle media strategy, planning, activation, connected identity and technology for PepsiCo’s portfolio of brands, including Pepsi, Gatorade and Lay’s. The model is aimed at creating a more integrated global media operation, with greater use of AI and data to improve marketing efficiency.
PepsiCo spent $5.4 billion on marketing activities in 2025, including $3.4 billion on advertising, according to the company’s latest annual report. The global media appointment therefore represents a major account win for Publicis.
The move is a significant loss for Omnicom’s OMD, which has handled PepsiCo’s media business in major markets including the US and UK for more than 20 years. However, Omnicom will continue to work with PepsiCo on areas including creative, sports marketing and public relations.
PepsiCo reportedly did not conduct a traditional media pitch for the account. Instead, Publicis was selected following an assessment of media and technology capabilities, highlighting the growing importance of AI and data integration in global marketing operations.
The appointment is also expected to affect Publicis’ participation in Coca-Cola’s ongoing global media review. According to sources cited by Adweek, Publicis is expected to withdraw from the review, which is estimated to be worth around $4 billion and is being managed by MediaSense. Publicis had been competing with WPP for the Coca-Cola business.
Publicis’ decision reflects the potential conflict involved in managing media for both PepsiCo and Coca-Cola, two of the world’s largest beverage companies.
Publicis already has relationships with both companies in different markets. It currently handles Coca-Cola’s media business in North America and has worked with PepsiCo in markets including India, China, South Korea, Indonesia, Thailand, Vietnam, Malaysia and parts of Eastern Europe.
The PepsiCo appointment comes as the company separately evaluates partners for a wider AI-driven marketing transformation programme. Consulting firms and advertising groups are competing to support the company as it seeks to modernise its marketing operations.
