NEW YORK SpikeDDB has won the estimated $10 million multicultural review for Pepsi following a review, the client said.
The agency is a division of Omnicom's DDB Worldwide and beat out Chisholm-Mingo in New York and GlobalHue, partly owned by Interpublic Group, in Southfield, Mich., sources said.
Last week, Pepsi announced that it had signed Beyonce Knowles, lead singer of Destiny's Child, to appear in at least one Pepsi commercial in the first quarter. SpikeDDB will produce those executions, Pepsi said.
In a statement, Pepsi vp multiculturalism and strategic initiatives, North America Randy Melville said,"From breakthrough movies to videos, Spike Lee's impressive body of work speaks to the heart of the urban experience. We are excited to begin collaborating with SpikeDDB, bringing unique capabilities and fresh insights to our creative process, and helping our ads resonate with consumers throughout the United States."
The Purchase, N.Y., client is also discussing radio, print and interactive components of the campaign with the agency.
Agency principal Spike Lee said, "Pepsi has a long history in its commitment to developing a relationship with the African-American and multicultural communities. They have set very high standards in meeting this commitment. SpikeDDB is excited about the opportunity to work side by side with such great partners and we are ready to go to work."
Omnicom-owned BBDO New York is Pepsi's lead agency and continues to handle general market advertising. For Latino ads, the client works with Dieste Harmel & Partners, based in Dallas.