Pepsi Reaches Out to Shops

Pepsi-Cola North America is reaching beyond longtime lead creative agency BBDO for ideas on its flagship Pepsi-Cola brand, sources said.

The outreach appears to be limited to other Omnicom Group agencies on the PepsiCo roster, including TBWA\Chiat\Day in Playa del Rey, Calif. (which handles Gatorade).

BBDO also is said to be working against the brief.

The agencies either declined comment or did not return calls, and Purchase, N.Y.-based Pepsi could not immediately be reached.

Major measured media spending on Pepsi’s namesake brand exceeded $60 million last year in the U.S. and $40 million through the first seven months of 2008, according to Nielsen Monitor-Plus. Those figures do not include online advertising expenditures.