Omnicom Fills Top Pepsi Post

Matt Seiler, most recently managing director of Wieden + Kennedy’s New York office, has been tapped for a top Omnicom post. He is now responsible for integrating all PepsiCo business in the holding company’s Diversified Agency Services units.

Seiler’s exact title is yet to be determined, but he will be the point person between key PepsiCo clients and Omnicom advertising, direct marketing, public relations and promotions agencies. Seiler will divide his time between Omnicom’s New York office and PepsiCo headquarters in Purchase, N.Y.

He reports to Tom Harrison, chairman, CEO of Omnicom’s DAS.

“There is so much vital knowledge and experience residing within Omnicom and the PepsiCo companies,” Seiler said. “A real benefit of this position will be bringing that information to all parties.”

He will also be involved with the new, as-yet-unnamed agency that Omnicom is forming to handle the recently acquired Pepsi-owned Quaker Oats business from Foote, Cone & Belding. Former FCB Chicago CEO Brian Wil liams will be the new agency’s chief executive.

The unit, which is ex pected to be an independent agency aligned with DDB, will handle Quaker’s $250 million account (formerly at FCB Chi cago) and the $50 million Tropicana brand (previously at FCB New York).

Also signed to work on the Quaker business are Martin Sherrod and John Fraser, veteran account executives on Quaker who resigned from FCB the same day as Williams. Sher rod and Fraser could not be reached.

Seiler, 39, resigned from Wieden in June after a year, citing “phil osophical differences” with Portland management. Before that he was director of strategic services at BBDO.

At FCB, most key crea tives on the Quaker bus i ness remain at the shop. Several have been courted but have not made their intentions known, sources said.

FCB executives continue to walk a tightrope, handling the transition of its Quaker business through the end of the year, while trying to prepare for the arrival of $250 million in Coca-Cola business.