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PepsiCo has shifted responsibility for digital work on its Gatorade brand to longtime creative agency partner TBWA\Chiat\Day, a spokesperson for the beverage giant confirmed today.
“Chiat will continue to be our creative AOR in addition to taking on select digital marketing efforts for the brand,” the representative wrote.
PepsiCo did not elaborate, and a TBWA spokesperson declined to comment. So the scope of this new work is not clear.
It is also unclear at this time whether the decision followed any sort of pitch; sources say there was no formal review.
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