The appointment makes Publicis PepsiCo’s exclusive lead global media partner across more than 200 markets, with the new model bringing media strategy, planning, activation, connected identity and technology under one structure, supported by AI and data.
The scale of the account is significant. PepsiCo reported $5.4bn in marketing expenditure in 2025, including $3.4bn spent on advertising. OMD had managed the company’s media in key markets, including the US and UK, for more than two decades.
The win also creates an unusual agency-client clash. Publicis is expected to withdraw from Coca-Cola’s ongoing global media review, which covers the remainder of the beverage giant’s business and has been estimated at around $4bn. Publicis already handles Coca-Cola’s media in the US and Canada, having won that business from WPP.
PepsiCo said Omnicom will remain a “critical strategic partner” across a range of creative, sports and PR briefs, despite losing the core global media mandate.
Publicis has worked with PepsiCo in several markets, including India, China, South Korea and Southeast Asia, giving the group an existing relationship with the brand as it takes on the wider global remit.
