Published on: September 3, 2026
Publicis Groupe has won PepsiCo’s global media mandate, in a major account gain that reshapes the competitive landscape among the world’s leading advertising holding companies.
Under the new partnership, Publicis will develop a unified global media operating model for PepsiCo, covering media strategy, planning, activation, connected identity and technology. The framework will be supported by AI and data and will extend across PepsiCo’s portfolio, including brands such as Pepsi, Gatorade and Lay’s, in more than 200 markets.
PepsiCo invested $5.4 billion in marketing in 2025, of which approximately $3.4 billion was allocated to advertising, according to the company’s latest annual report.
The global appointment also means Publicis Groupe will step away from the ongoing pitch for the remaining global media business of Coca-Cola. Publicis currently manages Coca-Cola’s media operations in the US and Canada.
The PepsiCo mandate ends Omnicom’s long-standing relationship with the FMCG major, with its OMD network having managed the account in major markets, including the US and UK, for more than 20 years.
Publicis is not new to PepsiCo, having previously worked with the company across several markets, including China, India, the Philippines, Thailand, Vietnam, Taiwan, South Korea, Indonesia, Hong Kong, Malaysia and parts of Eastern Europe.
The appointment followed a review of media capabilities rather than a formal competitive pitch. PepsiCo is expected to use the new global model to enhance consumer engagement and improve marketing decision-making across paid, earned and shared media.
Separately, PepsiCo is conducting another global review focused on AI-led marketing transformation. Reports indicate that Omnicom, Accenture, Deloitte and Publicis Groupe’s Sapient are competing for that assignment.
The PepsiCo win represents a significant expansion of Publicis Groupe’s global media business and further strengthens its positioning around data, technology, AI and integrated media capabilities.
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