Hope&Glory secures global brand communications role for Pepsi

By Ibidunni Banjoko

In a highly competitive pitch, UK-based agency Hope&Glory has emerged victorious, securing the coveted role of Pepsi’s global brand communications agency of record.

The partnership will see Hope&Glory collaborating closely with Pepsi International Beverages on brand communication strategy and creative endeavors. This includes managing earned media across global platforms and providing support to local markets with centralized creative and assets.

Hope&Glory’s scope of work extends beyond traditional brand communication, encompassing brand equity campaigns, football activations, gaming partnerships, and entertainment initiatives. Notably, the agency will be involved in rolling out Pepsi’s first new global redesign in 14 years, signaling a transformative journey for the iconic brand.

Led by co-founders Jo Carr and James Gordon-Macintosh, the account will report to Dima al Saidi, Pepsi’s global brands senior communications manager, overseeing Pepsi’s sports sponsorship efforts.

Expressing enthusiasm for the collaboration, Carr said: “The team is beyond excited to be working on such an iconic brand as Pepsi, especially given the transformative journey it’s on and the activity already planned for 2024. It promises to be an epic year, and we’re really stoked to be able to play our part in that – bringing attention to awesome campaigns across sports, entertainment, and culture.”

Hope&Glory is diving into their role, with their first activation for Pepsi already underway. The agency showcased its initial efforts on LinkedIn, highlighting a series of iconic landmark takeovers worldwide as part of Pepsi’s new global redesign. This marks the beginning of a broader initiative to deliver the ‘Thirsty for More’ platform, with future endeavors planned in the gaming, food, and entertainment sectors.


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