WPP to set up dedicated division for PepsiCo

The division will leverage the combined strength of creative, media and digital teams, sitting together and working as a cohesive unit, and is expected to launch in October

by Misbaah Mansuri
Published - Aug 9, 2019 8:18 AM Updated: Aug 9, 2019 8:18 AM

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WPPPepsi

In a bid to drive efficiencies, British multinational advertising company WPP is creating a specialised unit to cater to their client, food and beverages major PepsiCo, sources close to the development have shared with exchange4media.

The division will leverage the combined strength of creative, media and digital departments, sitting together and working as a cohesive unit based out of the WPP headquarters.

“Since three WPP agencies--Wunderman Thompson (earlier J Walter Thompson), Autumn Grey and Mindshare-- work on the brand, the idea was to have one entity in order to ensure better integration,” the source said. He added the staff strength for the unit would be around 100. 

The division is currently in the works and is expected to launch in October. Responding to exchange4media's query, CVL Srinivas, Country Manager, WPP India, said, "We will share details at the appropriate time." An e-mail query to PepsiCo remained unanswered till the time of the filing of the report.

On similar lines, WPP had set up Red Fuse for Colgate-Palmolive. The objective was to fully integrate all communications in order to engage with consumers in real-time across all touch-points. 

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