Noesion Radarnoesion.ai
Market2026-09-03

PepsiCo is moving its global media business to Publicis Groupe. The company confirmed the shift in an email to Marketing Dive. Omnicom previously held the account, in parts for decades. Publicis will build a "One PepsiCo" global media operating model. It combines media strategy, planning, buying, data, identity and technology across markets. Publicis plans to withdraw from a pitch for Coca-Cola's global media business, Adweek reported. It won Coke's North American media and data work from WPP last year. Publicis credits its integrated model and its work in AI and data for recent wins. PepsiCo is separately running a review of marketing services focused on AI, Ad Age reported. Omnicom is also absorbing Interpublic Group after acquiring it last autumn.

What changed

Omnicom had handled aspects of PepsiCo's media business for decades.

  • Q2 net revenue $24.2B, up 6.4%
  • Publicis Q2 organic growth 4.8%
  • Poppi acquired for nearly $2B

Sources

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