Keurig Dr Pepper Demands 360-Day Payment Terms in PR Agency RFP

Agencies' sole alternative is financing at their own cost through a third party

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Keurig Dr Pepper (KDP) completed a U.S. PR review of its water, tea and juice portfolio this week after kicking off the RFP process on Oct. 3. Now the brand is facing scrutiny for stipulating that pitching agencies either agree to exceptional 360-day payment terms or obtain financing from a third-party bank.

KDP declined to share any information on the RFP process, aside from confirming to Adweek that the review concluded this week and that the brand has selected an agency partner.

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