More Frito-Lay for Element 79

CHICAGO PepsiCo has confirmed moving creative on its Fritos and Tostitos brands to Omnicom Group’s Element 79 without a review. Both brands fall under the Frito-Lay snack foods banner.

GSD&M in Austin, Texas, also a unit of Omnicom, had previously handled the assignments, which received more than $40 million in combined ad support last year, per Nielsen Monitor-Plus. (Tostitos received almost all of that backing.)

A client representative said the move was consistent with the company’s policy to use the holding company’s assets as it sees fit in order to gain access to the widest possible pool of talent. No other shifts are expected, the rep said.

The move expands Element 79’s roster of Pepsi brands; it already works for Gatorade, Quaker Oats and Tropicana. The agency is based in Chicago.

Element 79 recently launched a star-studded campaign for PepsiCo’s Propel Fitness Water, casting Derek Jeter, John Stamos and Taye Diggs in spots now breaking nationwide.

The shop last week came up short in the review for Jeep, which was won by Omnicom’s Cutwater, a startup in San Francisco led by former TBWA\Chiat\Day executive Chuck McBride.