Agencies Get Shot at Pepsi Link Via SoBe Pitch

SoBe, the New Age line of beverages acquired by PepsiCo last year, is in the late stages of a search for an ad agency to handle creative duties, sources said.

The billings are modest (about $10 million), but SoBe represents an opportunity to forge a relationship with Pepsi. Plus, based on the involve ment of senior Pepsi executives such as North American CEO Gary Rodkin and svp, strategy and marketing Dawn Hudson in the search, the brand is considered to be a high priority for its new owner.

New York shops Fallon and Merk ley Newman Harty & Partners, and a third agency that could not be identified, pitched creative concepts to a client selection committee in March.