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NEW YORK PepsiCo is shifting lead U.S. creative duties on its flagship cola brand as well as Diet Pepsi from BBDO to TBWA\Chiat\Day, Pepsi said today.
Major media spending on the Pepsi and Diet Pepsi brands exceeded $90 million last year, including about $60 million on Pepsi alone, according to Nielsen Monitor-Plus.
The shift came after a review involving two Omnicom Group shops: TBWA\C\D in Playa del Rey, Calif., and BBDO here, which has handled the Pepsi brand since 1960, said sources.
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