PepsiCo Moved Media Account to Publicis

The beverage giant shifted its media business to Publicis, ending a three-decade relationship with Omnicom.

Updated on Oct. 12, 2026 in Advertising

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PepsiCo has moved its massive media account to Publicis, bypassing a formal review process to consolidate the work. The shift follows the agency's management of the account by Omnicom for the past 30 years.

Why it matters

The move aims to boost PepsiCo's competitiveness in the U.S. market and accelerate growth across its product categories. The company is also signaling a strategic push to integrate more granular data into its media investment planning.

PepsiCo manages an annual media budget of $1.9 billion, with $780 million dedicated to the North American market. This transition ends a 30-year partnership between the beverage company and Omnicom.

The players

PepsiCo

This global food and beverage corporation operates major brands across snacks and drinks.

Publicis

This multinational advertising and public relations agency provides marketing services to global brands.

Omnicom

This global media, marketing, and corporate communications holding company manages a portfolio of advertising agencies.

Coca-Cola

This leading beverage manufacturer serves as a primary competitor to PepsiCo in the soft drink industry.

Dentsu

This Japanese international advertising and public relations firm provides strategic marketing and media services.

The details

PepsiCo leadership opted to bypass a formal review process to secure the transition to Publicis. The company simultaneously plans to increase its overall investment in advertising and marketing to support long-term product goals.

Omnicom managed the PepsiCo account for the last 30 years.
Publicis won the Coca-Cola account from WPP last year.
The PepsiCo CEO discussed marketing investments on an earnings call last week.
Market analysts expect further movement on marketing investments over the next few weeks.

Market Landscape

PepsiCo's move signals a departure from the industry-standard formal agency review process. By consolidating its media strategy, the company positions itself to move faster than competitors currently navigating traditional account reviews.

Consumers can expect to see increased marketing and advertising output as the brand aims to accelerate growth in key product categories. This consolidation is primarily a business-to-business adjustment that will change how the brand targets customers through media campaigns.

The takeaway

This shift underscores how major corporations are prioritizing speed and data granularity over traditional long-term agency relationships. Companies facing high-stakes competition are increasingly willing to disrupt decades-old partnerships to modernize their marketing strategies.