Publicis wins PepsiCo's global media account, exits Coca-Cola pitch
Omnicom loses a two-decade-plus stronghold as Publicis unifies PepsiCo's worldwide media business and steps back from a rival $4 billion Coke review
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Published: Sep 3, 2026 9:21 AM | 2 min read
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- Publicis Groupe has won PepsiCo's global media account, replacing longtime incumbent Omnicom, marking a significant agency-holding-company victory.
- The new media model will integrate strategy, planning, activation, connected identity, and technology, utilizing AI and data across PepsiCo's entire portfolio in over 200 markets.
- PepsiCo's marketing expenditure for 2025 was $5.4 billion, with $3.4 billion allocated to advertising; Publicis will withdraw from the pitch for Coca-Cola's remaining global media business as a result of this win.
- The appointment of Publicis was made without a formal pitch process, following a media capabilities review, and PepsiCo is also conducting a separate global review for AI marketing transformation.
Publicis Groupe has secured PepsiCo's global media account, marking one of the year's biggest agency-holding-company wins and dealing a significant blow to longtime incumbent Omnicom.
As per media reports, the French holding company will build a new, unified media model for PepsiCo spanning strategy, planning, activation, connected identity, and technology, all powered by AI and data. The new setup will cover the company's full portfolio (including Pepsi, Gatorade and Lay's) across more than 200 markets.
PepsiCo spent $5.4 billion on marketing in 2025, with $3.4 billion of that going toward advertising, according to its latest annual report.
This PepsiCo win will lead Publicis to withdraw from the ongoing pitch for the remainder of Coca-Cola's global media business. Publicis already holds Coca-Cola's U.S. and Canada media accounts.
The PepsiCo appointment displaces Omnicom, whose OMD network had held the business in key markets, including the US and UK, for more than two decades. Publicis has previously worked with PepsiCo in markets such as China, India, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia and parts of Eastern Europe.
Notably, there was no formal pitch process for the account Publicis was appointed following a media capabilities review. PepsiCo said the new model is designed to strengthen consumer engagement and improve marketing decision-making across paid, earned and shared media.
Separately, PepsiCo is running another global review focused on broader AI marketing transformation, with Omnicom, Accenture, Deloitte, and Publicis Groupe's Sapient unit reportedly competing for that brief.
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