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Citing cost considerations, PepsiCo last week consolidated nearly $350 million in creative and media duties at Omnicom Group from the Interpublic Group of Cos.’ Foote, Cone & Belding.
Included in the shift were brands such as Gatorade, Tropicana, Aquafina and many Quaker brands, all of which were handled by FCB’s Chicago and New York offices.
A possible shift of some brands had been anticipated after FCB parent True North Communications was acquired by IPG, whose McCann-Erickson unit handles Coca-Cola.
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