PepsiCo has put its flagship soda brand in creative review in the U.S., but the brand is only considering a handful of Omnicom Group agencies, according to people familiar with the matter.
The marketer has a long relationship with Omnicom, but in recent years has moved assignments around, including handing some work to non-Omnicom shops such as the independent agency Mekanism. The review signals that Pepsi could be returning to a lead agency model. Its restriction to participants from Omnicom is good news for the agency holding company, although there could be winners and losers within it.
“Omnicom has been our longstanding partner because we value the diverse array of agencies and talent they have under one roof,” said a PepsiCo spokeswoman. “We continually evaluate the best ways to market our brands, and in the U.S. on brand Pepsi, we are once again looking within Omnicom for custom creative solutions.”
Brand Pepsi spent $192 million on measured media in the U.S. in 2016, according to the Ad Age Datacenter.
Historically, Omnicom’s BBDO is most closely linked to Pepsi as the maker of famous campaigns like the “Pepsi Generation.” Pepsi moved away from BBDO in 2008 as it began working with TBWA/Chiat/Day Los Angeles.
The brand later adpoted a more flexible agency model within Omnicom, an approach it dubbed Galaxy, in which the brand uses various Omnicom shops, including 180LA. BBDO returned to Pepsi in 2015 when it won an assignment to make an ad starring Marshawn Lynch. It followed up with more NFL-related advertising last year. Other Omnicom agencies with links to Pepsi include Goodby Silverstein & Partners, which has worked on PepsiCo’s Frito-Lay brands over the years. (Lay’s is currently in an agency review of its own.)