Firstborn Wins Sierra Mist Digital

Dentsu shop adds second PepsiCo account

Firstborn has increased its share of PepsiCo business.

The Dentsu-owned agency will lead digital creative efforts on Sierra Mist after a competitive pitch against at least three other shops beginning in April 2011. Revenue for the account is an estimated $600,000. The NYC-based shop already handles digital work for SoBe, another PepsiCo brand, which it’s held since November 2009.

DDB Chicago is responsible for Sierra Mist’s traditional creative, which the agency won from Goodby Silverstein & Partners in March 2011.