Publicis ups PepsiCo Asian deals to $500m

By Abimbola Mohammed

Publicis Groupe has, again, won PepsiCo Media business, for other parts of China Asia; Thailand, Philippines, Vietnam, and Malaysia. The combined billings amount to $71 million thereby pushing the value of their Asian deals with PepsiCo to $500 million.

With the new additions, Publicis Groupe has added nearly $500 million in new business from PepsiCo in Asia this year, starting with China, where it won a pitch with nearly $290 million in billings up for grabs in the first quarter.

Lilly Yip, CMO at PepsiCo Asia Pacific, said: “We would like to thank the incumbent team at Mindshare for their years of work as well as our agency partners that participated in the review. Publicis Media was selected after a very thorough and competitive pitch process. Their expertise in the areas of importance to our business, like data, digital, analytics and commerce saw them emerge as our partner of choice.”

In the same vein, Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia said: “We are excited to be appointed PepsiCo’s media partner in this very dynamic and fast-growing region. We really respect the process that PepsiCo ran for its thoroughness and desire to discover the best from the agencies participating. Our entire team is incredibly motivated by the opportunity to create industry-leading work for these iconic brands in the future.”

According to Arthur Sadoun, Chairman, and CEO of Publicis Groupe, “H1 2022 came in at an all-time high for the Groupe on all KPIs. Our reported net revenue growth in the first half was +19.1 percent. It was up by+10.4 percent on an organic basis, implying +11.3 percent on a 3-year basis, versus pre-pandemic levels. After a strong start to the year, we recorded in Q2, an increase of +21 percent of our net revenue and organic growth of +10.3 percent, which was way beyond expectations.

Recall that last week the same company also won the PepsiCo Indian portfolio account which was estimated to be nearly $90 million in annual expenditures. The pitch competition was between IPG Mediabrands, Dentsu, and Omnicom Group.

Publicis Groupe created PLUS+ by Publicis, a dedicated business unit, inspired by PepsiCo’s brand aspirations of Faster, Stronger, and Better.

PepsiCo Southeast Asia region appointed Publicis Groupe as the media agency for its portfolio of food and beverage brands, following a competitive pitch that began in April. GroupM’s Mindshare had previously serviced the account.

In India, PepsiCo markets brands including Pepsi, Mirinda, Mountain Dew, 7UP, Uncle Chipps, Quaker, and Tropicana, as well as snack food brands like Lays and Kurkure.

Publicis Groupe had early announced an organic growth of +21 percent of revenue for the second quarter.



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