Pepsi Calls on Omnicom Agencies for Closed U.S. Brand Review

By Erik Oster 

PespiCo has launched a closed creative review for its Pepsi brand in the U.S., open only to Omnicom agencies.

“Omnicom has been our longstanding partner because we value the diverse array of agencies and talent they have under one roof,” a Pepsi spokesperson said in a statement. “We continually evaluate the best ways to market our brands, and in the U.S. on brand Pepsi, we are once again looking within Omnicom for custom creative solutions.”

We reached out to Omnicom shops Goodby, Silverstein & Partners, DDB, TBWA\Chiat\Day and BBDO. The latter agency deferred to the client, while the other three agencies have yet to reply.

Omnicom has primarily handled work on the Pepsi brand in the past. In recent years, however, the brand has not restricted itself to Omnicom agencies and has worked with agencies outside the network, including Mekanism. In 2008, PepsiCo shifted lead creative duties from BBDO to TBWA\Chiat\Day for the brand after over 50 year with the former shop. BBDO started working with the brand again in 2015.

Greg Lyons was promoted to chief marketing officer for PepsiCo’s North America Beverage Division at the beginning of the year.