Pepsi Shifts Ad Direction

Pepsi, which has a long-term relationship with Omnicom Group, is bypassing the holding company for its latest round of global ads. The cola brand is relying on two smaller independent agencies for the next evolution of its ‘Live for Now’ campaign. The ads also do not include big-name celebrities, which have been a hallmark for recent Pepsi work. The shift in this direction is occurring under Kristin Patrick, PepsiCo’s chief marketing officer for global beverage brands who joined the company in May of 2013.

In an interview, Kristin says, “We have a very deep, long-going relationship with Omnicom and we are using them for many aspects of our 2015 campaign. But having said that, we want to find creative talent around the world that really suits whatever project we are working on. And for this one, we really wanted small, super-creative, nimble, fast agencies, a different spirit.”

The two chosen shops are New York-based Lloyd&Co, which describes itself as a “collective of 35 creative, spirited individuals” and Moondog, another New York-based boutique edit, graphic and design shop.

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The new ads will run throughout the world. Pepsi described the ads as featuring “friends coming together and turning what could otherwise be an ordinary moment into something extraordinary.”

Known for big budget advertising spend, Pepsi’s decision to patronise smaller but creative agencies might not be far from the general recession plaguing the economy.

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