PHD and Mindshare to duke it out for PepsiCo

Arvind Hickman
By Arvind Hickman | 9 June 2017
The PepsiCo account includes beverages and snackfoods.

The closed PepsiCo media review is a contest between the incumbent PHD and Mindshare, AdNews understands.

Yesterday, AdNews reported the beverages and snack food giant was reviewing media buying and planning across Asia-Pacific, with local markets determining who they would prefer to work with.

When the business last went to pitch in Australia seven years ago, it came down to the same two agencies, who both hold the PepsiCo accounts in different markets across the region.

The global soft drink and snack food giant is reviewing media across all of its business divisions – Pepsi beverages (Pepsi, Pepsi Max, Pepsi Next, Mountain Dew, 7Up and Gatorade); Smith’s Snackfoods (Smith’s, Doritos, Twisties, Red Rock Deli, Nobby’s Nuts and Grain Waves) and the Quaker oats range.

The combined annual media spend across the group is around $25 million.

Last year, PepsiCo appointed Red Agency SSC as its digital agency across PepsiCo's beverages division. Soap was appointed digital agency for Smith's Snackfoods brands.

All agencies AdNews approach declined to comment.

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